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Author Archive

Customer Insight

How Group Purchase Decisions Favor Brands

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How Group Purchase Decisions Favor Brands

The new omnichannel consumer who seems to be always on, and who receives input from many different sources, is a mixed blessing for marketers.

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Advertising

Why Consumers Favor User Generated Content

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Why Consumers Favor User Generated Content

Doritos’ hugely successful “Crash the Super Bowl” ad campaign that ran for 10 Super Bowls probably contributed to sleepless nights for many advertising executives who feared for their jobs.

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Co-Creation

Building Brands With Customer Driven Innovation

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Building Brands With Customer Driven Innovation

When the founder of the beauty website Into the Gloss decided to create a new cosmetics line, she didn’t contact vendors or post ads to entice new buyers. Instead she created an Instagram account —@glossier— and waited for suggestions to flood in.

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Brand Messaging

Aligning Brand Messaging With Cultural Diversity

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Aligning Brand Messaging With Cultural Diversity

Until fairly recently, in a business sense many marketers thought in terms of a very simple racial dichotomy: White vs. Not Interested.

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Customer Experience

Synching The Customer Journey With Brand Value

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Synching The Customer Journey With Brand Value

The battle for consumers’ hearts, minds and wallets won’t be won in R&D labs.

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