Marketing, branding & communications practice

Value your current clients and they can help you find new ones

How do marketers become of value to individual members of their audience? We talk about one to one marketing, and the benefit of going beyond mass messages to build meaningful engagement with custo…

Learn how the world of emotion detection and recognition technology will be change the face of marketing in the years to come.

Shoppers should no longer be segmented by traditional demographics argues smp’s Chris Cooper, as he offers seven mindsets as an alternative.

Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.

If we look back on the recent trends in marketing, one thing is clear – we’ve reached a major crossroad in our use of digital tools to engage customers. Leading us to the question: “is this the death of social?” ...

Technology and analytics require new skills.

Memory’s main purpose is not to help us keep track of the past, but to help us navigate the future. This is a critical understanding for business, because decisions happen in the future…and influencing them is how you drive profits and build brands.

Advertising and much of marketing is still based on sending crafted messages to a broad demographic or psychographic group at a time. Okay, so what if it is avowed to be less than 97% effective in some uses, you really needed that junk mail, right? That DVR you installed is [...]

We already know there may have been some hidden wisdom in Mitt Romney’s “Corporations are people” gaffe. The very reason corporations would do well to function more like people is that they serve people; however, it is easy to lose sight of this when those people—your market—become aggregated into sales, [...]

We know that anecdotes can be a convincing way to sell a product, particularly if the story is told by someone we trust. (See Your Brain on Stories.) Evolutionary psychology may offer a reason. Human brains evolved when we had [...]

Brands are spending a great deal of time and energy investing in platforms to get likes or pluses, and not really being social at all. It’s been well over 15 years since the social era started. So many brilliant people have been writing, speaking, and sharing case studies over that length of time, that if […]

Bob Garfield, editor of Ad Age and host of NPR's "On the Media," took to the stage at the Brite Conference at the Columbia Business School to speak about the human element that is needed in digital marketing today.

As high-profile brands such as Apple, Diageo and Johnson & Johnson fall out of the top 100 for 'purpose', it seems many companies are flirting with the idea and not following through.

A common newbie marketing mistake is trying to talk to everyone. Sonia talks about a few pitfalls and best practices in speaking to a specific audience.

Customer Relationships - For three years, we tracked and recorded every publicly available piece of data we could find regarding customer engagement and loyalty. Examining hundreds of whitepapers, press releases, infographics, and more, ...

Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.

A strong brand positioning must simultaneously do three things.

In this video series, The Future of Marketing and How to Win, Fresh Squeezed Ideas shares ideas on where marketing is headed and provokes new ways of thinking about brand strategy and marketing.

ForumBusiness John McGarr’s most recent publication is Reincarnation: The Death and Rebirth of Marketing, 2016. To learn more please visit www.freshsqueezedideas.com 1,494 words On FSI’s webpage you...

The decisions about today have already been made, and today you must make decisions for tomorrow.

Three winning marketing moves.

Inspiring and evoking feelings of brand love aren't accidental occurrences. Cultivating and fostering it require a purposeful, methodical, and strategic process that builds meaningful relationships...

Is it true that the more granular a segmentation is, the more an offer can be tailored to customers' specific needs and wants, resulting in high engagement? We conducted a ...

With millennial expectations of advertising increasing and the rise of ad-blocking, the value exchange between brand and consumer is now more important than ever.

Megan Weisenberger, qualitative researcher at The Sound, describes how nobody cares about your hashtag, but there are other ways to get to what consumers want.

The lifecycle of “insights” is a function of Type, Reach, Organo-Political Context, Research-Client Relationship and the Delivery.