Harley-Davidson, Nike, Coca-Cola, and Apple logos have been permanently etched into the skins of customers worldwide. Why do they do it? Why do these raving fans, or what we call Brand Lovers, scorch their bodies with a companyâs mark? And what can marketers and brand managers...
Frederico Fellini was a critically acclaimed Italian film director who earned three foreign-film Oscars and a lifetime achievement Oscar. Many of Felliniâs films are counted among the best films ever made. His early films were part of the neorealist movement, which centered on the lower...
Heaven's Gate, Jonestown, Scientology, Manson Family ...
As human beings, we have many different kinds of relationships. The relationship you have with your boss is probably very different than the relationship you have with your romantic partner, and both of these relationships are different from the relationship you have with your favorite...
Educational systems tend to place an emphasis on a way of doing things, rather than giving the tools necessary to complete the task. I remember several arguments with my high school English teachers. They would insist on a particular interpretation of a passageâusually heavily influenced...
In 1901, Ivan Pavlov rang a bell and a dog began to salivate. His famous experiment explains much of the mystery behind branding: connect a product or service with the customerâs need and branding occurs. Said another way: create an association in your customerâs mind...
Iâm continually struck by how often companies conduct research without asking any big questions. Companies conducting research tend to ask a lot of questions with the belief that, from the mountain of data, theyâll be able to find a big answer. But,, what they usually end up...
Humans are obsessed with the unknown. Although our psyche fears the unknown, that fear is balanced by the innate drive of curiosity: we want to uncover the wizard behind the curtain. This sense of mystery is present in all great storytelling: you canât wait to hear what...
Management guru Peter Drucker coined the term âknowledge workerâ in 1959.[1. Peter F. Drucker, The Landmarks of Tomorrow, 1959.] He differentiated knowledge workers from manual workers, forecasting that new industries will employ mostly the former. Late in his life, Drucker wrote, "The most important contribution management needs...
All brands want more loyal customers. The reasons are clear: more repeat business, more positive word of mouth, and greater customer lifetime value. Customer loyalty for many national brands is in decline. Switching brands in the digital age is easier than ever before. But, thatâs not...