The Power Of Intimate Brands
The marketplace is constantly evolving, and as new technologies and a dynamic consumer base continue to change how brands are designed and perceived, we knew that a revision of marketing’s fundamental...
View ArticleBrands Need A Unique Feelings Proposition
Recently I came upon an article by Tom Asacker called “The Marketplace Theory of Everything.” Citing a problem of abundance of information technology and ideas, he said “this wealth of opportunity has...
View ArticleHow Brands Build Strong Emotional Bonds
Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media...
View ArticleThe Principles Of Brand Intimacy
Most marketers and business leaders generally agree that brand can be a key asset, helping facilitate demand, encourage growth, ensure consistency of users and create advantage. While the world around...
View ArticleWhy Brand Change Triggers Emotional Reactions
Brand is used to appeal to peoples’ emotions, by creating meaning that has a value to someone. So why is there any surprise if people react emotionally when organizations (or their brand agencies) make...
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