It is not enough to simply document that a thing works or how it works. You must find out why it works. Most revolutiona...
Psychologists use the phrase “thin slicing” to describe the human ability to analyze and make sense of complex situation...
On August 10, 2021
How quickly does a customer make a buying decision? More often than not, much quicker than we imagine, even for expensiv...
On July 13, 2021
The customer’s emotional experience is the most important component of the brand experience, and part of a larger symmet...
On June 22, 2021
Take a look at some of the ways brand assets become financial assets… • An authentic brand is the most efficient path to...
On June 15, 2021
Once upon a time, way back in the 20th century, we tended to favor the mass marketing approach. We threw a lot of mud at...
On June 8, 2021
Contrast: Benefits must be communicated, and well. The value of your product or service must be emphasized. Benefits can...
On June 1, 2021
Touchpoints are contact points, lead generators, greeters, and the primary drivers of brand equity and brand value. Thou...
On May 25, 2021
An authentic brand strategy without thoughtful, purposeful execution is worthless. Without good execution, a plan is jus...
On May 18, 2021
Your website is a critical touchpoint. It is a 24/7 location—always open for business–that customers can vis...
On May 11, 2021