Blog

Explore Our Thinking

brand strategy firm

Want to know when we publish new stuff?

Jobs-to-be-done: Satisfying your customers’ highest needs

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...

Nudge theory: How brands can empower customers through behavioral science

As the fathers of nudge theory, Richard Thaler and Cass Sunstein have seen their ideas applied elegantly in business, health care, and government. But one of their favorite illustrations of...

Your Brand Strategy Answer? Asking Better Questions

Ask any child what they know about Albert Einstein, and they’ll produce the fabled answer: E=mc2. He’d probably prefer his legacy to be defined by a question instead. Einstein always...

4 Ways Consumer Psychology Can Improve Your Marketing

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...

Emotional Branding: How Consumers Make Subconscious Choices

David Hume had his work cut out for him as the title of his 1739 masterwork implied. The British philosopher’s “A Treatise of Human Nature” surveyed the work of ancient...

Emotions Rule the Roost

The power of any brand is, simply, how your association with it makes you feel. You might say you have rational reasons for choosing one brand over another, but even...

Putting A Price On Emotion

Now With 30% More Emotion! Any Brand Manager worth his or her salt knows how to predict purchasing behavior. An increase in price will lead to lower demand while a...

Innovation Starts With Empathy

The Heart of Game-Changing Innovation Everyone gets the power and potential of new ideas—but there is precious little research and understanding about how to create consistent processes around generating them....

The Peak Customer Experience

It’s about the experience stupid! Can you imagine someone who works every possible angle to get a date with a special person and then doesn’t bother to shower, shows up...

Sleep on It

Songwriting Satisfaction I have a few friends who are songwriters. They spend hours in their homes, studios, coffee shops and anywhere they can find inspiration, picking away at their guitars...

The Brand is Not Part of the Business; It IS the Business

People don’t invest a lot of time on details. They sort out the promise a brand makes and the meaning it evokes. That’s it. That’s all you get, nothing more,...

Synthesizing Across Platforms, Channels and Partners

Last month, I attended the Shopper Insights in Action Conference at Navy Pier in Chicago. This year’s theme around synthesis to achieve more holistic activation struck a particular cord with...

Webinar

Covid-19 Original Inquiry Webinar Series Part 2: The Healthcare Experience

444 N. Michigan Avenue Suite 3100, Chicago, IL 60611