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Author Archive

Brand Management

How Brands Are Built With Cultural Credibility

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How Brands Are Built With Culture And Credentials

Sociologists refer to the set of individuals and organizations that create and market a cultural product such as a record album, a movie, a shoe style, or a football game as a culture production system (CPS).

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Luxury Branding

Understanding Today’s Luxury Consumer

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Understanding Today's Luxury Consumer

Luxury marketing is largely about exclusivity. If everyone has it, it’s not luxury. The popular bumper-sticker slogan, “He who dies with the most toys, wins,” summarizes the desire to accumulate these badges of achievement.

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Brand Management

3 Factors Shaping New Consumer Behaviors

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3 Factors Shaping New Consumer Behaviors

When we’re not sitting on Zoom calls, foraging for supplies, or fretting about health or finances, our thoughts turn to what life will be like when the madness subsides. We’ll probably witness significant changes in how we relate to others (no more handshakes?), how we work, how we play, and certainly how we consume.

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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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