People use the term “personality” to describe the amalgamation of qualities and traits that make up the character of a person. Although we normally associate the term with a living being, the concept of personality can be used to describe brands as well. Although brands are not human, they are very much alive and undergo …
Design is key when designing a proper communication piece. Design allows us to properly connect with our audience and adequately convey our message. We may segment our audience, establish our target market appropriately, write a compelling message with the correct tone; however, if the design is badly executed it can undermine all aforementioned efforts. But …
The people in my life have an amazing capacity of influencing my purchase decisions. If my aunt mentions the “amazing new tea” she recently purchased, I would be much more inclined to try it compared to if I just saw the ad online. Similarly, if my best friend were to describe the terrible meal she …
If Your Friends Jump Off a Digital Bridge, Would You? Probably… Read More
So many brands that were once seen as unstoppable have now disappeared (Blockbuster, Kodak, Borders, to name a few). But what happened? Although individual details diverge, it is arguable that these brands failed to adapt to the changing environment and stopped connecting and providing value to their customers. Staying alive in the modern marketplace …
Successful Marketing: We must be all in this together. Read More
I have always been intrigued by viral content. Although the term “viral” may be ridden with negative connotations in times of COVID-19, when applied to social media and marketing it is something that we may all dream of achieving. Viral content is material that is rapidly spread online through various platforms. However, how to best …
Virality is not always the goal (not just in regard to COVID-19) Read More
As marketers, we often think about influencing the behavior of consumers and get them to do what we want. After all, the ultimate goal is to get them to engage in a certain behavior (buy this, yes? Click on this, pretty please?). The disproportionate focus on behavior makes us forget the driving forces behind consumer …
Consumer Behavior: Irrational? Perhaps. Measurable and Malleable? Most Definitely. Read More
