Richer consumer insights via ethnography & anthropology
In today’s hyper competitive consumer goods, healthcare and service industries, achieving meaningful product differentiation has become quite difficult. Part of the challenge is in gaining a thorough...
View ArticleSocial media is dead…long live social media
Over the past year, a number of much-heralded social media campaigns have floundered failing to deliver the desired results. To wit: Despite a variety of Facebook and viral marketing campaigns that...
View ArticleBrand building without marketing
Companies who think that a strong brand can only be developed through marketing are missing out on other ways to improve their image. While marketing is vital, we take the view that the brand is...
View ArticleThe power of underdog brands
Increasingly, many firms are looking to connect to their consumer’s heartstrings by repositioning their brands as underdogs. Although this strategy has been employed many times, there had been no...
View ArticleLady Gaga, social media queen
The inspiration for this week’s column comes from my daughter. I was musing out loud about what to write in an upcoming column. While dancing to a YouTube video, she said, “Dad, why don’t you write...
View ArticleGuaranteeing integrated marketing
Many marketing departments resemble the Tower of Babel: disparate teams, speaking different languages, working at cross paths and often not getting along. In business parlance, this is called an...
View Article5 steps to rebrand your business
The successful rebranding and strategic pivot of Tangerine, formerly ING Direct, was the product of strategic insight, thorough analytics and diligent planning. Just as critical was the firm’s ability...
View ArticleUnbrand to stand out in the market
For organizations hoping to grow, the mantra is often: faster, better, cheaper. But is this an effective way to build and sustain a brand in an age of consumer skepticism, marketing noise, economic...
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