There’s an old saying in marketing, “Happy customers tell three friends. Unhappy customers tell ten.” These days, with the ease of sharing on social media, those numbers are probably an understatement. The fact is the customer experience is arguably the most critical element of a brand’s success. According to a McKinsey study, 70% of buying […]
J.Schmid President and Chief Creative Officer, Brent Niemuth, shows us that even while on vacation there’s always a branding lesson to be learned – How do brands that sell a commodity product or service separate themselves from their competitors (assuming the price is the same)? Need help making your brand stand out in a commodity […]
I recently came across an interesting study that looks at the power of brand from a little different angle. Anyone reading this is probably familiar with the concept of the placebo effect. The subject of countless articles, it was first defined over 60 years ago. It identified the important role that perception plays in physical […]
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 […]
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 […]
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 […]
Target Marketing asked a field of marketing experts the top four questions facing marketers in 2015. This is the second question in the series, “Can you move beyond the marketing campaign?” Our very own Lois Brayfield weighs in: “The most successful direct marketing companies today are viewing their marketing efforts as an overall campaign, rather […]
For many marketers reading this column, data is fun! We love the challenge of figuring out how to find and use data to solve problems and drive all kinds of marketing initiatives. However, we also operate in a business environment and have to ultimately answer the question of value. How do we create true value […]
