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...
Why are certain brands so important and meaningful to some customers that they feel compelled to tell the world about them? What makes them go that extra mile? Understanding human behaviorâwhat motivates people to do certain things and act certain waysâis at the very core of...
There is a great article in Forbes discussing how P&G revived the Febreze brand, bringing it back from near-death status to one of the company's leading money makers. It illustrates very well how critical it is to understand the unconscious factors that motivate customer behavior. Febreze,...
Perfection isn't all it's cracked up to be. Just ask the folks at Domino's Pizza. In 2009, the company's pizza came in last in a national taste testâtying with Chuck E. Cheese, an eatery known more for the presence of video games and children's amusements than...
Work hard on the job today or work hard to find a job tomorrow. That isn't the message most of Apple's Brand Lovers would expect to find hanging on the wall of their favorite tech company's manufacturing facility. It seems a little too Dickensian in sentiment,...
The Rolls Royce Special Edition Year of the Dragon Phantom comes in a distinct maroon color. There are ornate golden dragon details. You can, if you can foot the bill, have your Phantom fully customized, with special embroidery on the upholstery, drinks cabinet, and on...
During the Florida Republican Primary Debate, moderator Brian Williams asked the audience to refrain from applauding or booing anything they hear the candidates say. While this is the norm for presidential debates, the request drew mixed reaction in this instance. There are those who praised the...