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Author Archive

Brands and Discounts

How Brands Can Minimize Discounts

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How Brands Can Minimize Discounts

Thousands of businesses ‘accidentally’ give customers more discount than the profit they make on certain individual products or services.

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Co-Creation

Complete Co-Creation Defined

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Complete Co-Creation Defined

What is complete co-creation and what is it not?

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Brand Culture

Building Brands On Cultural Values

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Building Brands On Cultural Values

If you talk about uncertainty, humility, and market feedback long enough, you’re sure to crash headfirst into the legend of Steve Jobs.

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Brand Research

Brand Insights From The Deepest Level Of The Mind

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Brand Insights From The Deepest Level Of The Mind

In 2005 Malcolm Gladwell’s best-selling book “blink” brought into focus the idea that the nonconscious level of the mind is tremendously important in determining how people think, feel and behave.

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Brand Management

Building Brands With A Two-Way Conversation

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Building Brands With A Two-Way Conversation

In 1975, a researcher named Steven Sasson, working in a lab at Eastman Kodak, built the first digital camera. It was a clunky machine, but Sasson’s vision was clear. He saw the potential: in fifteen to twenty years, he told executives, the technology would be ready to compete against film.

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