Trust matters. This one word – so loaded with meaning and impact – drives competitive market share and pricing in industry after industry where outputs are hard to assess or…

When Nike’s ten business development principles were written by Rob Strasser in 1977 the words marketing, systems, research and planning were all dirty words inside of Nike’s culture. I know,…

By definition, consumption is ritualistic and all rituals have heroes. Consumers become actors that play the role of the hero to satisfy their ego through consumption. When identifying with a…

Market segmentation is fundamental to brand-business building. When creatively and intelligently managed, market segmentation can provide insight into: Superior understanding of the customer so the brand-business can provide outstanding competitive…

Energy company British Gas has launched a new platform to help customers save money. The campaign has been launched amid the sky-high bill crisis that is currently hitting the nation.…

Brands are all about customer experience. Great brands deliver great experiences regardless of whether that experience is the taste of a freshly baked pizza, an exhilarating ride in sports car,…

The world’s number one cookie*, OREO, and international gaming giant, Xbox, are on a mission, putting the cookies at the heart of their new campaign by leveraging something that has…

Based on events of 2022, here are twelve do’s and don’ts to keep in mind as you build your brand in 2023. Do’s 1. Do Know The Business In Which…

Lists of bestselling items, from books to cosmetics to music, have a strong influence on us because they signal popularity. When in doubt about what to buy, you will more…

We’ve been told a consumer’s path to purchase proceeds in a straight line: awareness, familiarity, consideration, purchase … and if done right, it leads to brand loyalty. It’s a logical…