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 →

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 →

Don’t Forget about Music in Marketing!

We often talk about how people rarely pay full attention to advertisements and that they often forget the advertisements that they do see. For example in the book How Brands Grow, Byron Sharp points out that only 16% of ads are remembered and correctly attributed. 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 →

Surprises Help Ads Get Noticed

As marketers, we spend a lot of time thinking about how people direct their attention as they go about their day. This is an important question because the majority of information that reaches the senses gets ignored. Read more →

The Psychology of Advertising and Sales

Marketers are often tasked with the challenge of estimating the long term impact of marketing and advertising on sales. This is a difficult question of course, with many factors coming into play including the size of the brand, advertising spend, competitors advertising spend, the advertised message, and more. Read more →

What to Do When Your Customers Aren’t Shopping

A recent study by the Ehrenberg-Bass Institute of Marketing Science found that only 5% of big ticket item shoppers are in the market at any given time. This finding points out a big difference between the way consumers think about high involvement purchases. Read more →

5 Keys to Advertising Effectiveness

There are a lot of important considerations marketers need to keep in mind to ensure that their advertisements are effective at shaping perception and creating sales. These considerations generally vary in their effectiveness, so we’ve pinpointed five key consideration for making great effective ads. Read more →