Beyond Surface Research: How Emotional Branding Drives Brand Value
Your customers aren’t telling you everything. They’re also not lying. The truth is that humans often do not know what is driving decision making. In fact, 95% of mental activity occurs at a nonconscious level. This aligns with what we know from behavioral economics and neuroscience, which emphasize that much of what influences human behavior […]
5 Common Mistakes in Building Brand Trust
In July 2016, Wells Fargo was the envy of many financial institutions. Relatively untarnished by the post-recession ire directed at many of its peers, the company’s stock had surged 26% since the depths of the economic crisis. Only 15 percent of consumers felt negative sentiments toward the brand, while 60 percent viewed it positively. Two months […]
The Rise of the Social Brand: What Instagram Reveals About Connecting with Customers
The baby-blue bears were first sighted in 2016. They appeared in Instagram posts from no fewer than three Kardashian sisters. Soon, Vanessa Hudgens, Emily Ratajkowski, and other celebrities supplied their Instagram endorsements. In the following months, SugarBear Hair vitamins would become the “bestselling hair vitamin online,” – a distinction the brand still claims today. In […]
5 Ways Social and Behavioral Sciences Can Transform Your Marketing
Richard Thaler has news for you: Your brand probably isn’t selling to Spock. A founding father of behavioral economics, Thaler has dedicated his career to documenting the irrational quirks of human psychology (to which the sensible Vulcan hero would be immune). For too long, he argues, economists and executives alike have ignored the impact of […]
Your Brand Storytelling Checklist: Everything You Need to Craft Your Brand’s Story
On the first day of her high school journalism class, Nora Ephron’s teacher gave the class an assignment. The students were to write the lede of a news story, adapted from the following information: Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire school faculty will travel to Sacramento […]
Brand Strategy’s New Math: How Human Truth Adds up to Immediate ROI and Lasting Value
For every brand manager and CMO, there exists a tension—the need to show the brand’s growth in the present while ensuring brand equity for the future. Stakeholders often demand quick wins but still expect sustained growth. With different demands coming from multiple directions, the pressure to deliver now while building for tomorrow has never been […]
Amplifying Growth Through Inclusive Branding: A Human Truth Approach to Marketing Innovation
Fuel growth with inclusive branding. Master data-driven tactics to create genuine connections across diverse markets and catalyze business success.
Dust on the Plants and the Evolution of Brand Health Tracking
Brand health metrics are stuck in the past. Traditional measures like usage, awareness and Net Promoter Score (NPS) barely scratch the surface of a brand’s true essence. CMOs need a more nuanced approach to gauge brand performance as markets evolve at breakneck speed. Living in the Past But while it is a great attention-grabbing title, […]
