Marketing And Happiness
April 20, 20102 min
Happiness is a hot topic these days. Scholars have recently noted some non-intuitive dynamics as to what makes people happy, and, of course, Americans are always in the pursuit of happiness.
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April 2010 - Page 2 of 4 - Branding Strategy Insider
Marketing To Men
April 19, 20103 min
Men are, well, men. They live in the ‘now.’ They are concrete thinkers that like to consummate, finish. A male axiom is “complete what you set out to do.” Men are interested in power and in looking good, even more than being good. In short, that’s the nature of beauty for the beast.
The Importance Of Brand Positioning Research
April 15, 20102 min
We conduct one-day workshops in which we facilitate leadership team consensus on brand positioning. In those workshops, the participants agree to target customer definitions and priorities and the brand’s essence, promise and personality. We strongly recommend conducting brand positioning research prior to the workshop. Why? It is important to…
Twitter Brand Raises Questions
April 14, 20103 min
I started as a professor in the late 90s. I was young, inexperienced and terrified of the MBAs I was now paid to teach. So when the dotcom revolution started, I watched as my best students at London Business School rejected enormous starting salaries from McKinsey and Deutsche Bank in favour of working for start-ups I had never heard of.
Identity Crisis – Brand vs. User?
April 13, 20108 min
Everyone knows there’s a critical difference between Brand imagery and User imagery.