Category: Brand Strategy

Is Mindless Team Orientation Hurting Creative Firms?

by Bruce Tait

This week I’m writing about 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) by Susan Cain, the author of Quiet: The Power of Introverts in a World That Can’t Stop Talking. The article struck home for us because we try to cultivate a culture of creativity with our strategists at Tait Subler.… Read More →

Conversing with Consumers Requires A Nuanced Brand Strategy

by Bruce Tait

There has been a lot of talk about the impact of social media and the online world on brands.  The typical patter goes something like this: “The conversation is no longer one-way, with marketers sending messages to consumers. Now the consumer owns the brand and can say what he/she wants. Now it’s truly… Read More →

B2B Brands Are Different. Or Are They?

by Bruce Tait

We’ve been fortunate to work with some world-class B2B brands in the last few years, across a broad variety of categories. But it seems we often go through a rough patch at the start of the relationship because Tait Subler is not a B2B specialist. Many B2B marketers seem to believe that a… Read More →

Brain Science Gives Marketers New Clout

by Bruce Tait

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 →