Leander Kahney’s latest book Inside Steve’s Brain, a look at what makes Steve Jobs tick, made me stop, jump out of my seat, and shout, “Are you serious?” It wasn’t caused by a sudden revelation or a scandal; it came from a passage clipped from...
Beware of Word-of-Mouth Marketing ORLANDO, Fla. – From water-cooler conversations about American Idol to once-popular-but-quickly-forgotten products like Beanie Babies, what makes consumers talk about some brands and not others? One study by the Keller Fay Group, a word-of-mouth market research company, revealed that over 32 million...
Understanding how branding influences decisions (ORLANDO, Fla.) What attracts people to a particular brand? What motivates their loyalty to a product, or to the brands their parents bought? Why do Oprah, Apple, Jimmy Buffet, WWE, and Star Trek have such a huge following? Marketing consultant and...