In my last post I referenced an article in the January 30 New Yorker called “Groupthink.” The article challenges many of the ways brainstorming is done, but most clearly indicts the idea that we should suspend judgment when brainstorming in a group. The classic brainstorming instruction “build, don’t criticize” turns out to be… Read More →
There are plenty of instances when it is smart to hire consultants with deep knowledge and experience in your category. But defining your Brand’s core strategic premise is not one of those times. In order to escape the traps, conventions and category benefits, it will be more helpful to bring in brand experts… Read More →
Maybe this one will inspire some conversation. There is an awful lot of talk about loyalty out there today. Unfortunately, it seems that much of it is around transactional loyalty rather than real brand loyalty. While the new tools available through social media, etc. are great ways to involve consumers in a brand,… Read More →
Robert Zajonc (rhymes with science) was a great psychology professor at Stanford and the University of Michigan who conducted research on numerous topics that gave us greater insight into the human experience. Before he passed away in 2010 he gave brand and marketing folks a great gift. You see, one of his best… Read More →