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The Importance of Consumer Engagement
Consumers are driven by emotions rather than logic, prompting brands to tap into their customers' sentiments if they want to make an impression. Successful marketing campaigns should aim at evoking powerful reactions that leave a lasting mark in consumers' minds.
How to Best Structure a Brand Portfolio
Structuring a brand portfolio is complex. Learn the guiding principles of creating a successful brand portfolio strategy.
How Your Brand's Customer Outreach Should Match Its Persona
Companies should be wary when creating customer relationships, as customers can quickly recognize if the initiatives are out-of-step with how they perceive and connect to the brand. Inauthentic efforts will not yield positive results.
How Consumers’ Unknown Needs Help Identify Growth Opportunities
Discover the importance of understanding consumers' unmet needs to create products and services that fill those needs.
How Corporate Branding Mitigates Risk During Challenging Times
Learn why companies should prioritize investment in building a strong corporate brand when times are good.
The Problem with Organizing Your Brand Portfolio by Value Tier
While most brand portfolios have a value tier component, using price as a primary factor for organizing a brand portfolio is an incomplete organizing principle at best.
This Is How Your Marketing Efforts Can Feel More Personal to Customers
When you personalize your marketing efforts, customers feel like they're part of your brand family and ensures their experience is distinctive and memorable.
Why Marketers Must Shift Their Thinking About Brand Experience
Customer experiences should be inspired more by the brand positioning rather than a hypothetical ideal experience that could come from any brand within the same category.