Category: Marketing
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Don’t Make Them Search
Customers won’t play Where’s Waldo? when it comes to choosing a brand.
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Making Customers’ Stories Your Own
When you successfully leverage your customer success stories, you transform them into an essential sales tool.
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Personality That Sells
Just as people form relationships with others based on their personality, they are increasingly developing connections with brands the same way.
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The Timeless Tale of Authenticity
Whether selling software or sandals, long-established brands are at a loss for how to create meaningful relationships with Gen Z consumers. How do brands engage the generation that is attached to their communication devices, yet refuses to speak to another person on the phone?
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Baseball’s Back, As Inconsistent As Ever
When a brand stays true to its core values, it builds sustainability for its customers and target audience.
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Going Retro The Right Way
There’s obvious power in human memories. People find comfort in nostalgia. It can be a deep emotional connection between brands and consumers, and many organizations invest just as much in reviving older brands as they do in predicting new trends.
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The Medicine of Marketing
For those seeking job security, it might be best to avoid the role of Chief Marketing Officer. Difficulty proving effectiveness may have something to do with the revolving door of CMOs.
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The Strength in an Aspirational Brand
In addition to the aspirational nature of Equinox’s external messaging, the customer experience is similarly structured to reinforce the idea that the drive to improve should come from within.
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What Happened to Grace from Boston?
When a brand manages to upset its current customers, future customers, and their non-riding friends in 30 short seconds, it may have misunderstood its audience.
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King of Burgers, Queen of Pop
Staying the same isn’t what makes a person—or a brand—successful. It’s constantly evolving… while staying true to a fundamental story.
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Shaken—Not Stirred
James Bond and the importance of consistency in brand identity and messaging.
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On Beat, or Off Brand?
How music and branding align with cultural elements to enhance brand storytelling.
