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Blog (Daryl Travis)

feel

Emotions Rule the Roost

The power of any brand is, simply, how your association with it makes you feel. You might say you have...

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feel

The Big F Word: F-E-E-L

Next time you go to a supermarket to do your regular shopping, watch people get lost to the world as...

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rock climbers

Higher-Purpose Branding

IBM is an example of a company with integrity and authenticity, and as the best business leaders know, these are...

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Doing Well By Doing Good

An effective brand’s most important reason for being comes in the articulation of its purpose or mission. A mission is...

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From “Voice of the Customer” To “Mind of the Customer”

One of our critical mantras here at Brandtrust is, "If you want to know why people do what they do, the worst thing you can do is ask them."

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Want people to try your brand? Use metaphors.

Metaphor plays a big role in our everyday speech and in brand thinking. What may appear on the surface to be funny is, in fact, quite a serious proposition.

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The Time & Place for Brands

Even with the plethora of media choices available and finest analytics to measure media effectiveness, brands are still stuck with how to make themselves welcome in people’s lives. In order to do that, we have to think more about how people actually live their lives.

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5 Ways to Steal Your Competitors’ Customers in 2014

Think you know what customers want? Think again.

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Brand Building Resolutions for 2014

Brand Building Resolutions for 2014:

  • Spend some quality time with your customers. Look beyond the obvious; strive to understand not only what they’re doing but why they’re doing it.
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What to Expect in Marketing in 2014

Although Big Data tells us what is happening, it rarely tells us why. Too much reliance on the rational brain can lead to 'data, data everywhere and not a thought to think.' In 2014, marketers will stop drowning in data and starving for insights--and uncover those insights that can only be found in peeling back customers' deep emotional layers....

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