Experiential Marketing

Experiential Marketing

As marketers, we talk a lot about the brand experience being the cumulative effect of various brand features and benefits that fit the emotional and functional needs of targeted customer segments. But along the way we get lost in agency briefs and the various...
Consumer vs. Shopper – Who is the real target?

Consumer vs. Shopper – Who is the real target?

In an era where digital is becoming pervasive, online shopping is becoming more and more frequent. Traditional brick-and-mortar retailers are fighting back against the internet’s efficiency and practicality with the proposition of an emotionally engaging shopping...
The Trump Brand

The Trump Brand

What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald Trump becoming President of the United States, it is undeniable that he is redefining what voters in America want from their politicians. As with all marketing, to...
Sponsorships – Do they really work?

Sponsorships – Do they really work?

Sponsorships: Drowning in a sea of logos How many times have we seen a football game, a Formula One race, a basketball game, or any other sporting activity with sponsorships being just logos floating along the sidelines, on the event poster and website, and as the...
Neuromarketing: Dealing With Nano-Seconds

Neuromarketing: Dealing With Nano-Seconds

In the last century, we have seen a clear shift in customer behavior from simply buying different products to shopping. The word shopping, over time, has become more and more important and has increasingly grown into a way to express yourself. If the famous...