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 →
This week I’m taking a break from our series on how to create a differentiated brand strategy. We’ll continue that series but there was a terrific article in the New York Times (http://www NULL.nytimes NULL.com/2012/01/15/opinion/sunday/the-rise-of-the-new-groupthink NULL.html) this past weekend by Susan Cain. She has a new book coming out called Quiet: The Power… 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 →
Marketers have always been reliant on psychology for underlying theories about how perceptions shape behavior. But the field of psychology has often been a wobbly foundation for brand strategists and psychological theory is not always greeted as real science in the boardroom. Perhaps it’s because psychology is full of competing theories on most… Read More →