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Brand Religions: the 3 beliefs of the Penetration Religion

“Sales growth won’t come from relentlessly targeting a particular segment of a brand’s buyers; this fantasy is harming marketing effectiveness.”…

Brand Religions: the 3 beliefs of the Experience Religion

Why spend the night at an ordinary campsite, if you can pitch your tent in someone’s garden and make new…

Brand Religions: the 3 beliefs of the Relationship Religion

In 2017, retailer Tesco launched its brand community Food Love Stories, focusing on how good food brings people and families…

Brand Religions: the 3 beliefs of the Influencer Religion

“A brand is no longer what we tell the consumer it is; it is what consumers tell each other it…

Are you losing your brand religion?

Should brands go mute, or should they rather raise their voice louder than ever? What is the appropriate time to…

There is a sonic branding revolution going on and you are not ready for it

Ever since the Amazon Echo’s exponential rise to popularity in 2016, smart speakers have been the coolest new applications, on…

Do faces speak louder than words?

The use of facial recognition in advertising research. As published in the June-July 2018 edition of the Australian Market and Social…

Mighty easy to escape the commodity magnet?

As published in MarketingTribune on May 1, 2018. In 1992, Rangan and Bowman wrote their Harvard Business Review article on…

How non-profit organizations are setting the bar for effective advertising

Advertising award season has arrived, honoring those smart marketing communication ideas, with next week The International Advertising Festival in Cannes,…

Collaborating with consumers to grow your business

Nowadays, the business environment is changing faster than ever. Whether you are one of the bigger players or a smaller…

How can we use social media in research?

The media are flooding us with a tsunami of messages about the importance and optimal implementation of social media in…