Social media is a powerful tool you can leverage to build your brand, but it can also leave you vulnerable to the the cruel contempt of the masses who think nothing of trashing your brand equity one "Like" at a time. That's the thrust of...
The contemporary art world is buzzing about a newly announced collaboration between UBS Wealth Management and the Guggenheim Museum. It's easy to see what the excitement is about, especially from a creative perspective. The five year initiative is going to chart creative activity and contemporary...
Starbucks, it turns out, is not synonymous with seamless, stress-free success. Embracing a global strategy is an integral part of the coffee retailer's much-talked about turnaround strategy, but after ten years of effort, things still aren't great in Europe. Particularly not in France, according to...
Almost two years ago, Jose Lopez, executive VP of Operations for Nestle, was explaining to the Business Standard why the global foods, health, and nutrition brand, which claims to have a billion customers a day, is so successful. A particular focus of the interview was...
Customers are skeptical. Theyâve been lied to by just about everyone whoâs had the opportunity to do so. From role models who canât keep extramarital affairs from wrecking their golf game to behemoth corporations betting against their own customersâ investments to politicians regularly resigning for...
 Why do people love this brand? Why are they so loyal to it? What does this brand mean to them? Why? Why? Why! An interesting thing starts happening after you've asked a lot of questions for a long enough period of time. Not only do you...
Why spend millions on research that doesnât help grow your business? Market research provides the wrong answers to the right questions. Over 90% of customer behavior is unconscious. Customers rarely articulate their true motivations even when directly questionedâpeople simply cannot describe why they really do what...
Learn why brand communities form and what you can do to support them: ...
Brands fail for one primary reason: instead of building a brand some people love, companies build brands no one hates. Most marketers live in a world where they are constantly searching for the flashy, the instantâin short, the trivial. We must recognize that brands don't belong to...
Normally, when we talk about watching paint dry, we're referring to something tedious or boring. But for the leadership at Ace Hardware, paint is pretty exciting. According to this New York Times article, a new product line (coupled with an insightful marketing approach) may be...