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“We are no longer creating brands. We are forging bonds.” This profound shift captures the fundamental truth of modern brand building: meaningful connections transcend mere transactions. Today’s consumers don’t just purchase products or services – they invest in relationships that unfold across countless touchpoints. Every interaction shapes the story they tell about your brand. This...
“We are no longer creating brands. We are forging bonds.” This profound shift captures the fundamental truth of modern brand building: meaningful connections transcend mere transactions. Today’s consumers don’t just...
What is best for human beings? This question anchors Aristotle’s Nicomachean Ethics, the ancient Greek philosopher’s most extensive treatise on what a life well-lived entails. Certainly, Aristotle suggested, most people...
Fuel growth with inclusive branding. Master data-driven tactics to create genuine connections across diverse markets and catalyze business success.
As the fathers of nudge theory, Richard Thaler and Cass Sunstein have seen their ideas applied elegantly in business, health care, and government. However, one of their favorite illustrations of...
When asked to describe the “jobs-to-be-done” approach to understanding customers, Clayton Christensen remembers the milkshake. A major fast food chain had turned to Christensen and his Harvard Business School colleagues...
Founder Daryl Travis to Assume Chairman Role, Alex Millet Appointed as New CEO Amidst Exciting Partnership September 17, 2024—Brandtrust, a leading insights and strategy firm, today announced a significant leadership...
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...
One of the seminal psychological insights of the 21st century began with a jar of jam—or rather, 24 of them—a total that would soon prove problematic. Psychologists Sheena Iyengar and...
