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Brands Perform In The Right Channel And Context
Next time you’re at the theater and you hear deafening applause, be suspicious. It might be a sign that the show’s excellent. Or it might be because the claquers have been well paid. Claquers are...
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Brand Messaging Needs A Consumer Perspective
Think of a song. A simple, well known tune. Now tap out the rhythm on your desk and ask a colleague to guess the name. Easy, right? Well, an experiment from Elizabeth Newton, a psychologist at...
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Aligning Brand Messaging With Cultural Diversity
Until fairly recently, in a business sense many marketers thought in terms of a very simple racial dichotomy: White vs. Not Interested. If ethnic minorities appeared in a TV show or commercial, they...
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The Power Of Localizing Your Brand Message
It’s Friday afternoon, you work in advertising, so you’re enjoying a lukewarm pint in your crowded local pub. Oblivious to the background chatter, you listen to your colleague’s latest preposterous...
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4 Rules For Effective Marketing Presentations
On January 16th, 2003, the Columbia space shuttle mission launched. After liftoff large chunks of spray-on foam insulation (SOFI) broke off from an external tank and struck the left wing. As a result...
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