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Author Archive

Brand Management

The Psychology Of Collectible Brands

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The Psychology Of Collectible Brands

Most human beings have a need to collect things, and some of us need to collect things more than others.

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Building Emotional Connections

How Brands Build Strong Emotional Bonds

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How Brands Build Strong Emotional Bonds

Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands.

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Brand Value & Pricing

8 Reasons Why Brands Dominate Commodities

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 8 Reasons Why Brands Dominate Commodities

It’s a fairly common story. A category of goods or services hits its stride.

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Brand Management

Brands Need Both Hard And Soft Power

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Brands Need Both Hard And Soft Power

In a new trade campaign aimed at floor covering dealers and distributors, Mohawk Industries makes a simple statement: “They say there’s power in numbers. But we believe there’s power in one.”

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Brand Management

4 Mistakes Brands Make About Human Behavior

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4 Mistakes Brands Make With Human Behavior

Recently, University of Chicago professor Richard Thaler was awarded the Nobel Prize in Economics for his work on the decision-making habits most people are prone to when it comes to making purchase decisions.

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