When Consumers Copy Choice
July 25th, 2014 by Dwayne W. Waite Jr. |
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Consumers are not the best at making decisions. In an environment where we are bombarded with so many options, paired with even more irrelevant information and variables that affect judgment, it is easy to see why consumers have a difficult time. And when consumers are placed in situations where they have very little information... |
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5-Hour Energy Crashes Into Court
July 24th, 2014 by Dwayne W. Waite Jr. |
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The early 2000s saw an interesting race in the energy drink market. Monster, Rockstar, Red Bull, and many others poured into supermarkets, gas stations, convenience stores, and college campuses. Forget the "traditional" Mountain Dew, or MD's now defunct but crazier cousin Surge... |
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Banning TV Advertising?
July 23rd, 2014 by Dwayne W. Waite Jr. |
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As much as we bicker and point fingers about good and bad advertising, the political correctness of the regulators, the silly topic of advertising to children, or the relentless sexual nature of ads, we have never pioneered the idea of just banning advertising. That hurts too many businesses across too many industries.
At least in the United States. |
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Keep Creating
July 22nd, 2014 by Dwayne W. Waite Jr. |
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In today's world there are different types of people. Leaders. Followers. Artists. Scientists. Those who think linear. Those who think abstract. We need all of those people to make this crazy world work. But most importantly, we need creators.
One of the cool things about working in the advertising and marketing industry is being around people who are excited... |
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What Are Consumers Driven By?
July 21st, 2014 by Dwayne W. Waite Jr. |
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Years ago, when my business partner and I were at lunch before a big pitch, we were joking around with the perfect invention. We were imagining that we had found the perfect formula for human choice. A formula that could always predict what a group of consumers would buy.
Wouldn't that be something?
Now there are models out there — predictive modeling, reasoned action formulas — that come close. But the variables that humans rely on, rational or otherwise, are sometimes missed by the most well-thought-out theory.
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