First, I must disclose that I am not a Millennial. I like to think I’ve helped shape them but they are neither me nor I them. If you are going to successfully build a brand relationship with the next biggest… Continue Reading
Since the Trump administration came into power, there have been more brands taking a position on political issues (willingly and unwillingly), and with a greater sense of divisiveness. As social values and politics become intertwined, consumers are expecting more from… Continue Reading
Building a brand on functional and emotional benefits isn’t entirely good enough today. Beyond the brand promise brands need to be socially responsible. What does this mean? The most common buzz words are sustainable (over used word), ethical, corporate socially… Continue Reading
Have you ever wondered why people line up for the latest Apple gadget, but not for a Microsoft one? Why do some brands become more emotionally connected to their customers than others? Why does a 149-year-old brand like Heinz Ketchup… Continue Reading
Companies invest millions of dollars building and protecting brand names. A brand, by any other name, would lose all the credibility and loyalty it worked so hard for. Who knew Shakespeare could stay so relevant? To put this into perspective,… Continue Reading