It’s never too early to start thinking about your brand strategy. Look at the stats: eight out 10 of new businesses fail not because they don’t have great products, but because small and medium-sized business owners held off on “marketing” or “branding” as foreign to their success. “Wait until we get our product right,” they tell themselves. (Insurance firm Embroker reports the fail rate at nine out of ten.)
The recently passed Infrastruture and Inflation Reduction Acts include sweeping provisions to reduce emissions from gas-powered vehicles and advance the adoption of electric cars. And more recently National Highway Traffic Safety Administration (NHTSA) has revised its fuel-efficiency standards upward to an average of 49 miles per gallon for new cars by 2026.
In a 2017 study 6 participants were shown a promotional message that reflected a percentage off the price of a product. There were different variations of this message, some that showed the offer was for today only, for one week only, or had no expiration at all. While hooked up to an fMRI scanner, participants pressed a button if they wished to purchase the product they were presented with. Each time they chose to buy...
The golden age of sonic branding was during the early days of radio. Without any visual clues and cues, sound had to carry it all. Then with the introduction of sound films, innovation continued with music and sound effects as well. Everyone knew what was coming after hearing the MGM lion roar.
The barrier for sustainability is price. Typically, this is blamed on consumers. Marketers say to themselves that consumers are not living up to their values, because if they were, they’d prioritize sustainability and pay for it. So, the job for brands is defined as getting consumers to follow through on good intentions. This involves segmenting consumers by sustainability attitudes to develop marketing appeals.
