The Rising Demand for Brands with a Cause

If you’ve been paying attention, you’ve likely noticed that cause marketing has become increasingly popular over the past couple of decades. Why is that? The answer is simple: because consumers are demanding it. Read more →

Why Shared Experiences Matter

There’s been much debate about the merits of reaching a large amount of people through mass marketing or reaching a specific segment of the population with targeted ads. Read more →

Do We Need to Trust Brands?

Trust is one of many metrics that marketers use when evaluating the consumer perception of their brands, but does trust actually make an impact on business results? Should marketers focus on building trust in their campaigns or could their efforts be better spent? Read more →

Why Advertising Rarely Goes Wrong

Marketers are often very conscious of the ways that their advertisements can backfire or “go wrong” in the eyes of their audiences. They often worry about insulting someone or someone taking their messaging the wrong way. Read more →

Is Rebranding a Good Idea?

Facebook has been in the news lately for changing their corporate name from Facebook to Meta. Of course, the Facebook app will remain the same for Facebook's social media users, but the company that overlooks the app (along with many others) will now be called Meta. Read more →

Does Brand Purpose Actually Matter?

Brand purpose has once again risen to the top of people’s radar as a result of a new study by Peter Field. But before we wrap our heads around all the many discussions surrounding the research and the responses to the research, let’s take a step back and remember what we mean by brand purpose exactly. Read more →

How to Break Through the Attention Barrier

A recent study from the Advertising Research Foundation shows that attention matters. In fact, the more attention to or involvement with the content, platform, device or media brand, the more likely an ad will be effective. Read more →

What’s That? Marketing That Gets Noticed

Most marketers are aware that people tend to shop around the perimeter of the grocery store. If you think for a moment, you can probably confirm that this is true of yourself when you go grocery shopping as well. We don’t walk down every aisle and give every product equal consideration. Read more →

Make It Easy, Then Make It Easier

The importance of understanding the customer perspective has been around a long time in marketing. In fact, some of the biggest figures in marketing were the most prominent voices promoting the perspective of the customer. Read more →

The Biggest Problem Marketers Face? Brand Unawareness

The pathway from being initially aware of a brand to buying that brand can be complex, and it differs for different brands. Some customer journeys might be best captured by a three stage path from awareness to purchase while others might have a five stage path that includes repurchase, and so on. Read more →