Subscribe to our Blog

Blog (brand strategy)

The Scarlet “S” of Segmentation

Looking at how brands affect our subconscious thoughts and feelings provide refreshing insights for all marketers who want to better understand what makes you, me, and the rest of the world tick. Not just for profit but for the sheer fun of getting to know ourselves and our customers as human beings. We are not Affluent Singles, or (my favorite horror) DINKS, meaning Double Income No Kids. These kinds of pigeon holes are artificial designations, known as “segmentations,” to make marketing seem easier, but they lump us into amorphous masses that simply do not align with the way we think of ourselves, our families, or friends and neighbors.

...

Read More

Brands are a Form of Self-Expression

When I say brands are about feelings, not facts, I’m proposing once again that people make buying decisions based on how what they are buying makes them feel. Does it make them feel more confident, secure, cool, pretty, smart, savvy, or happy? Does it represent their values? Would their friends approve? What do their choices say about them as people?

...

Read More