As uncertainty erodes people's sense of self-worth, brands can't be saviors — but they can be guides, offering meaningful, empathetic communication that helps people feel they are not alone.
The cases we file under "fear marketing" rarely run on fear. A practical guide to the four emotions brands actually use — fear, anxiety, disgust and shame — and how each one works.
Brand extension can unlock new audiences, cost efficiency and stronger trust — but more than half of extensions fail. A clear look at both the advantages and the disadvantages.
Eight brand-core-driven ways to extend a brand — from diversifying content and changing form to owning a benefit, a purpose or a lifestyle — with global examples of what works and what doesn't.
More than half of brand extensions fail. Goodjob's four-step framework for deciding whether — and how — to extend a brand, with global examples of what works and what doesn't.
We have had very bad days, we continue to live and we will continue to do so for a while. Whether the people around us are directly affected by the earthquake or not, they are [...]
“Today, a brand consultancy company is expected to be a prophet, question like a scientist, and analyze risks like a business person.” Brand consulting companies are transforming. It is an understatement to say that anything [...]
Culture Doesn't Have to Conflict With Brand Strategy! Both the concepts of “culture” and “strategy” are not new. What is new is that these two concepts are used together. Because we have always heard that [...]
How We Build Strong Brands: 7 Critical Steps Marketing may not be a science in its own right, but it draws on many scientific disciplines. That is why there are scientific, technical, and proven ways [...]
What Do We Do in People's Subconscious? I ask myself the question in the title from time to time. The reason for this is that in addition to the information that will be very useful [...]