Beer commercials can sometimes seem like a random collection of bad-boy behavior, but look deeper and you'll find very sophisticated emotional marketing going on.
In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how great brands build confidence using both positive and negative emotional drivers. See how the best brands covertly stroke male egos...
There’s more gaming talk around the brand world today and it’s coming from the most unsuspecting brands. It’s the consumer brands, the restaurant brands, and not only the teenage-boy brands. There’s talk about badging and sharing and points and engagement, yet it still all seems like a puzzle for those brands that haven’t caught the gaming bug. And rightfully so — seriously, what does this gaming mean? Is it worth it? Do all brands have to incorporate gaming to win?
It’s Monday, so it’s time for reality. No brand can be everything or have anything. Sorry to be so blunt, but it’s important to speak the truth. So those brands that want it all, want to be everything, need to think again. Success doesn’t come from always being in the positive as there needs to be balance in the journey of a brand. And today the conversation is around tradeoffs — those things brands should do...
Nordstrom is — scratch that — has been gathering information from customers through their smartphones as they walk through their stores. Just a couple days after the story broke and customers felt a little creeped out, a spokesperson for one of the country’s most admired retailers confirmed it stopped using the technology.
The idea was fascinating, really; a Google Analytics of sorts for brick-and-mortars developed by Euclid Analytics. Finally, a way to put real numbers behind those burning questions from the Marketing department: Did my direct mail campaign encourage repeat traffic? How loyal are my existing customers?
Oh boy. There’s been a huge mistake on social media and it comes from a little bakery brand called Amy’s. It’s scary, it’s bad, and everyone needs to understand what went wrong. It’s one of those things that no one wants to look at but no one...
Hopefully you’ve already heard, but this week the ears of Amy’s Baking Company Bakery Boutique & Bistro have been burning! Situated in cozy Scottsdale, Arizona, this little restaurant is owned by Amy and Samy Bouzaglo — a lovely couple who are so anything but lovely.
There’s a textbook definition of the word "brand" and it’s pretty specific. According to the dictionary, it’s something very profound like: “kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee.” Yes, that definition is ridiculous. Because that definition is from years past and today the word "brand" is so much more. It’s not dedicated to only big brands or products that customers buy, but instead can encapsulate more aspects of a business. The definition of brand has expanded and today includes a feeling, a community, and of course a business.
Great emotional branding doesn't just build love for the product, it also shows that the brand shares a customer's attitudes and style. The product is transformed into a symbol of deeply held customer beliefs.
In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows the secrets to building great advertising that entertains...
Truth: Target doesn’t technically have a loyalty program. Truth: Target kinda sneaks loyalty in every chance it gets. Truth: Target kinda wins at the loyalty game. Truth: Target is getting more serious about a loyalty program. Some Wednesdays just call for truths, and when it comes to Target it’s all about truth and loyalty...
Abercrombie & Fitch is not for everyone.
As a marketer, I really respect this about their brand. I absolutely love that they're fanatical about keeping a strict focus on their youthful target in order to preserve the strength of the brand, something that would certainly be compromised if old dudes like myself were comfortable walking the streets in Abercrombie gear.
