The Implementation of Brand Purpose

The Implementation of Brand Purpose

The Implementation of Brand Purpose Even ‘vanilla’ brands can get behind a good cause. (Credit: Cari Rubin Photography)   Brands that were built with a cause at the center of their mission do not face the same challenges as brands seeking to...
The Importance of Brand Purpose

The Importance of Brand Purpose

The Importance of Brand Purpose Tech giant Google aligned itself with the LGBTQ+ pride movement with this bold display.   Some may say that us brand marketers and researchers are even more susceptible to the buzzword virus than others, as slogans are our stock in...
The Trouble with Rivalries

The Trouble with Rivalries

The Trouble with Rivalries Coke/Pepsi. McDonald’s/Burger King. Dunkin’/Starbucks. Let’s face it – humans are no strangers to rivalries, and are happy to pick a brand, become a fan, and continue the argument. As brands have learned, this can drive up...
Curiosity, Surprise, and Closure: The Role of Emotion

Curiosity, Surprise, and Closure: The Role of Emotion

Curiosity, Surprise, and Closure: The Role of Emotion When we think about storytellers who are experts at creating fear, perhaps no filmmaker comes to mind more often than Alfred Hitchcock. Hitch, as he was called by friends and enemies alike, understood a fundamental...
Price and the Advertising Premium

Price and the Advertising Premium

Price and the Advertising Premium Peter Drucker, the original management guru, once taught, “If you can’t charge a premium price for your product, then you don’t have a brand.” So how do brands get to charge that premium? A brand differentiates itself from commodity...
Marketing: The Memory-Making Business

Marketing: The Memory-Making Business

Marketing: The Memory-Making Business As marketers, we have come to find it pretty natural to think about emotion when it comes to brands. How do people feel about our brand, our experiences, our…anything? Even going as far as thinking that simply measuring emotion at...