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Author Archive

Customer Insight

Understanding Consumer Identity

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Understanding Consumer Identity

Finally, marketers are acknowledging the necessity of listening to consumers – aka “people” – and brands are adjusting to the social networked environment by opening conversations.

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Marketing

Marketing And Happiness

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Marketing And Happiness Strategy

Happiness is a hot topic these days. Scholars have recently noted some non-intuitive dynamics as to what makes people happy, and, of course, Americans are always in the pursuit of happiness.

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Brand Marketing

Marketing To Men

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Marketing To Men

Men are, well, men. They live in the ‘now.’ They are concrete thinkers that like to consummate, finish. A male axiom is “complete what you set out to do.” Men are interested in power and in looking good, even more than being good. In short, that’s the nature of beauty for the beast.

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Marketing To Women

How Brands Should Appeal To Women

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How Brands Should Appeal To Women

In my work as a cognitive anthropologist I study how the mind works, how people “make meaning,” how people form attachments to things (brands), and how people make decisions.

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Brand Management

The Fall Of The Purchase Funnel

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Once upon a time people lived in a state of positive expectations. There were relatively few products, great demand and most products enjoyed high brand differentiation. This was circa 1960, when most marketing models in use today were developed, like the purchase funnel, which measures advertising effectiveness.

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