Case Study: Seventh Generation When it comes to household goods, specifically those in the cleaning, paper, and personal care product lines, I’m not sure if there is a better example of sustainability in practice than Seventh Generation. From the company name to their product ingredients, down to the containers their soaps and cleaners arrive in, […]
Case Study: Patagonia While some companies incorporate sustainability practically into sourcing and shipping and others focus on the empirical side of things through product ingredients and consumer honesty, there is a third segment whose very brand essence relies on their inherent relationship to ethical consumerism and their perceived identity in the marketplace. Standing atop the […]
Do your customers just buy from you? Or do they LOVE you? Do you want a better performing company? Find your purpose. Brands that have a positive impact on humanity outperform the stock market by 120%. Customer behavior is telling us loudly and clearly, “I want to buy from brands that matter. If you want to matter […]
Case Study: Crowd Cow Somewhere in no man’s land, between the entrenched forces of cooking meals at home on one side and ordering food in a restaurant on the other, lives a purchase variable that has been rediscovered in a big way: convenience. Walk into any apartment building, drive down any street, and you’re likely […]
By Chris Hayes, EVP Brand Strategy One trillion dollars. That’s how much marketers will spend to sell their products globally in 2016, this according to a recent article by Jonathan Gordon and Jesko Perrey of McKinsey & Company. How much is $1 trillion? That’s 12 zeros, in case you’re wondering. I did a little number […]
Ancient man relied heavily on others in order to survive. We banded together for protection, to find food, for entertainment. It’s our primal instinct to think, feel and act based on the broader needs and beliefs of an extended community. This same instinct lives in us today. We learn from each other. We rely on […]
The world of marketing has exploded with opportunities to capture the heart of both customers and prospects alike. Whether it’s online or offline, marketers bombard consumers with a cacophony of messages that overload the senses and create confusion. Therefore, it’s more important than ever to present a simple, compelling directive to guide prospects to a […]
Good news! According to new research published by McKinsey & Company, consumers are feeling better about their financial situation than they did throughout the 2008-2012 recession. And yet, there’s bad news: consumer morale remains challenged, and consumers continue to look for ways to save money. With so many options at their fingertips, consumers have the […]
Join Lois Brayfield for this fast and thought provoking Pub Talk which starts with how catalog have evolved from a simple sales tool into something that can create an emotional connection, elevate a brand and still make a sale. Lois explains why the catalog is not only very much alive, it is still one of the most […]
