People’s identities, rather than just their interests, drive how they see themselves and the world around them – including the products they buy. By creating “social tribes” around their brand, companies would have more success than simply marketing to individuals or generic groups.
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Dr. Bob was interviewed by NY Brand Lab Radio on the four tenets that companies should keep in mind when developing their brands. Listen to the entire interview here -> Listen to internet radio with NY Brand Lab Radio on Blog Talk Radio
Marketers should remember that longing and luxury are in the eye of the beholder. The New FIAT 500 is a Case In Point. Read Full Article >>>
Before compromise budgetary legislation was passed earlier this fall, Pres. Barack Obama had called for grounding NASA’s space program that would have taken astronauts back to the moon and beyond. In seeking cheaper, faster ways of keeping the U.S. in an exploratory orbit, budgetary issues should not be the only consideration. The country needs a [...]
Cognitive anthropologist Dr. Bob Deutsch has traveled the globe studying the minds and moods of people in cultures from the primeval forest to Pennsylvania Avenue in Washington D.C. As founder and president of strategic branding consultancy Brain Sells, “Dr. Bob,” as he’s known in the ad industry, uses his field studies to gain insights that [...]
What do Ducati, Lady Gaga, Dunkin’ Donuts and the Egyptian protests have in common? On the survace it wouldn’t seem a whole lot. Yet each of these entities has cultivated an audience that passionately identified with its ideology; displays special lingo, emblems and rituals; and can spot an interloper in seconds flat. They have all [...]
The ground has shifted under marketers’ feet. In today’s socially-mediated world, marketers must place greater emphasis on understanding their audience as people instead of simply describing them as consumers. Just satisfying consumers’ immediate wants creates a commodity, not a brand. Luxury brands, expecially, need brand. They must impress a brand footprint across all media channels [...]
The cognitive processes innovative people engage in to create new ideas are common across cultures and hierarchies. Let’s explore 10 keys to unlocking innovation in the business world. Read Full Article >>>
Fun and happiness, partly because of their scarcity, are hot topics. Today life is hard, in new ways. In addition to the economic downturn, people experience life as TOO fast, TOO complex and TOO competitive. Everyone is rushed. Everyone is pulled in many directions. Read Full Article >>>
Creativity and innovation are critical to corporations if they are going to react successfully to the economic downturn and craft a new future of expansion and opportunity. This is as true of a corporation’s strategy development as much as it is true for its product development. This is as true for how a company thinks [...]