The brand prism consists of six facets, some are in the control of you, the company, others are on the receiving side of your clients and customers. This is what it looks like.
A brand is the set of perceptions that are unlocked by your name, your symbol, or your signifiers.
A look at the differences between commercial and nonprofit brands with a view for guiding nonprofits, using the Salvos as an example.
Neuromarketing studies using physiological metrics such as eye tracking, heart rates, pupil dilation, sweat glands, EEGs and MRI scans. Includes case studies and practical insights that can be gleaned and applied on any budget.
The passing of Elephant Whisperer, Lawrence Anthony, inexplicably resulted in two herds of wild elephants making the 12 hour walk to his home to mourn the friend who had saved their lives.
In 2004, researchers at Baylor College recruited 67 people. They took them into the biomedical laboratory and divided them into four groups. All groups were asked the same question about two almost identical cultural products. A Classic Neuromarketing Experiment is published on 2014-05-09T08:08:13+10:00 and last modified: 2018-05-13T22:26:35+10:00 by Danielle Spinks
From the sublimely irresponsible to the ridiculously silly, here is a subjective assessment of three companies involved in particularly bad behaviour: Monsanto, Santos and KFC.
While checking your Facebook Newsfeed, you may have come across the Pantene #Whipit ad that has now officially ‘gone viral’. Here’s the background.
Cheap Tactics Now, you’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market. Small Business. Super-sized Brand (Part 2) is published on 2013-12-04T05:26:56+11:00 and last modified:(…)
Just because you’re a small business, doesn’t mean you can’t have a super-size brand. Tips for those entrepreneurs who want to do it themselves. Based on a presentation delivered in 2003, but the principles are as true today as ever.
This report presents the case of Yahoo! at the close of 2007. Once the darling of Wall Street, the brand’s stock price has fallen and so has consumer, advertiser and investor confidence. Five key questions are answered from a brand management perspective.
You may be wondering why our logo is an elephant. Here is why it is the perfect symbol for our brand. Read our Analogy of Elephants.
It isn’t easy to create a long-lasting sport sponsorship. Here are the challenges so that you know how to overcome them for the mutual benefit of the sport property and the sponsoring brand.
The best and worst rewards programs. Some practical advice from those who have studied them and found what works and what doesn’t. Based on Harvard Business Review article by Joseph Nunes and Xavier Dreze.
Wisely, the McDonald’s team decided early on to seek ideas and input from their franchisees. They were the ones at the frontline, they understood their markets and local tastes better than headquarters. Soon enough Filet-O-Fish emerged, the Big Mac idea was from Pittsburgh, the Egg McMuffin in Santa Barbara. In Australia, the Mighty Angus burger is the local input.
Starbucks rapidly opened 87 stores in Australia from 2000, only to close more than 70% in 2008. Was the failing entirely the fault of the GFC? Lessons from Starbucks failure in Australia.
Whirlpool Corporation is the world’s number two appliance company, selling $18 billion of ‘white goods’ each year, including washing machines, microwaves, refrigerators and stoves. It is number one in the USA, where it is headquartered. International Marketing Whirlpool is published on 2013-03-20T02:51:42+11:00 and last modified: 2013-12-25T20:25:00+11:00 by Danielle Spinks
Three years after the book, Blue Ocean Strategy was published, Indian motor car maker, Tata Group, pulled the same trick as Henry Ford. In 2008, they launched a $2,500 ultra-cheap four-wheel car for the masses of Indians who were used to getting around on two. Now the “People’s Car” is set to flip the entire auto industry on its head.
Measure your customer satisfaction and brand health with one simple question. An explanation of the Net Promoter Score – perfect for both big and small businesses.