Marketing, branding & communications practice

Customer reviews can strengthen sales and brand loyalty when integrated into your marketing strategy. Here's to make sure you're doing it right

Borrowing insight from the PR discipline, these five qualities of brand storytelling are essential today.

Consumers don’t consume advertising. They participate in brands. Participation is the X factor in marketing.

The key to crafting engaging tales begins with an understanding of the customer’s initial emotional state and the emotional state the brand hopes to create.

Econsultancy has covered design thinking a number of times.

Data is a valuable thing. Without context, however, it can also be misleading, and it can prompt organizations to make ill-fated decisions. Primary brand research delivers the context.

In the latest Method 10×10 piece, principal Marc Shillum argues that branding lies in creating patterns that add up to a whole, rather than a single, monolithic message.

In my latest blog, I tenuously link Saul Goodman to the topic of creating effective content. Enjoy.

When a brand story is crafted correctly, consumers will want to associate with and represent your brand - and market it via word-of-mouth. Here's how to identify and develop a strong brand story.

Times of change and disruption are unearthing new opportunities for insights leaders and the brands they serve.

Developing a winning strategy requires making five discrete choices.

Speaking at the D&AD festival in London yesterday was Anna Higgs, creative director at Nowness, who explained why creativity matters more than clicks, plus why "with great reach, comes great responsibility".

Brands that overcome excuses can create opportunities to breakaway and lead the marketplace.

The Innovation Excellence community is home to innovation articles, webinars, videos, training and education - powering successful growth in the innovation management profession.

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When we crave both instant gratification and deeper experiences, how can brands respond? James Ramsden, ECD and John Clark, Planning Director at design agency Coley Porter Bell look at how brands are addressing increasingly conflicting opportunities

In this guest post, Pagely's Rod Austin explains how to bring user psychology and content marketing together to motivate audiences into action.

In response to "Cheap, Fast & Easy" by Michalis Michael, this article continues the discussion of the changing research landscape through democratization of research, affordability, and self-service.

We ran an experiment to separate fact from fiction in influencer marketing. See what we learned, and use it to improve your own approach.

Unless marketers step up and take the lead, great customer experiences will remain a corporate fantasy.

New research from the Journal of Marketing Research suggests that companies can create valuable virality, in other words both go viral and bolster brand related outcomes.

Achieving cult status is not always easy but brands that foster meaningful collaborations with likeminded businesses can go a long way to boost appeal.

The phrase nosce teipsum, know thyself, has been a classic theme throughout history. We discover it in the writings of great thinkers, such as Socrates, Ovid, Cicero, in the sayings of the Seven Sages of Greece, on the entrance to the Temple of Apollo, in early Christian writings, in Vedic [...]

Be original, accessible and invite people on the journey with you - just some of the advice from brands that have achieved cult status.

A frustrated CEO recently shared with me that her employees had lost their edge. They were internally focused, their speed-to-market was down, and they couldn’t find a good balance between serving customers well while making healthy margins. The result was slow progress against the company strategy and an inability to profitably deliver on the value […]

Considerable attention has been given to the notion that there exists a set of human-like characteristics associated with brands, referred to as brand personality. Here we combine newly available machine learning techniques with functional neuroimaging ...

How important is a strong brand image? A new study presented at the Radiological Society of North America (RSNA) shows that people presented with known brand images processed them in areas of the brain associated with positive emotions, while unfamiliar [...]

The best brands are built to last a lifetime. GE’s existed for over 118 years, IBM recently celebrated it’s 103rd…