• Branding,  Consumer behavior

    The cost of confrontation

    I’ve been thinking a lot about the desire fulfillment aspect of the buying decision process. A friend told me about a time he went to a restaurant and, while he was highly dissatisfied with the food, service, and ambiance, he still shelled out $70 for an experience he deemed to be worth only $5. The cost of avoiding an unpleasant confrontation with the waitress and restaurant manager was valued at $65 for him on that given day.

  • Design,  Marketing

    Sci(ar)tist

    Throughout my career thus far as a graphic designer, I’ve focused on creating beautiful campaigns to help direct an audience about how to think about an organization, an event or a product. However, to cut through the noise, capture the attention of your target market and engage a prospective customer, you must evaluate the data behind your marketing campaign. To focus on the art of your marketing without applying analytics is throwing your company’s money to the wind.

  • Beauty,  Marketing Communication

    “Word of mouth” has gone digital

    According to Google, 85% of people will research a product online before purchasing it. And frequently, when they go online, they’re not just seeking information about the product’s features or to find out what store has the product in stock. They’re looking for product reviews. Online product reviews have become the “word of mouth” of the digital age.

  • Beauty,  Branding,  Design,  Marketing,  Marketing Communication

    Throw caution to the wind — buy the palette

    This week I did something some people would say is crazy. I bought an eyeshadow palette with a price tag of $125. But it’s not just any eyeshadow palette, it’s the latest offering from legendary makeup artist Pat McGrath, the Mothership V. I share this Achilles heel with many other people who enjoy her brand. Pat McGrath Labs, the official name of her makeup line, is now worth over $1 billion…and it’s only three years old.

  • Brand Equity,  Branding

    Everyday is a good day to be a Packers fan

    On the brand hierarchy pyramid, the tip-top echelon is fanaticism. As a Wisconsin native, I immediately thought of Green Bay Packers fans, the ultimate sports fanatics. Not only do Packers fans, more affectionately known as Cheeseheads, fill Lambeau Stadium at every home game, but the Packers are also one of the top NFL teams to drive up the ticket prices of road games (by 46% more than face value!). The brand equity of the Packers is as solid as the frozen tundra they perform on.

  • Branding,  Design,  Marketing

    White space, the new frontier

    We live in a boisterous world. Our phones are continually chirping and chiming with the latest tweets, social media notifications and breaking news headlines. A fraction of these updates is useful or even necessary. Most are merely distractions that prevent us from being fully engaged with the things that are important. Yet the demands for our attention are constant. In our over-stimulated lives, free space is a luxury. As marketers, we can make this precious commodity available to our audience in the form of white space in our advertisements.

  • Marketing Communication,  Music

    Music makes mad men (and women) take notice

    While I read, I enjoy listening to atmospheric electronic music. The lack of lyrics keeps me from getting distracted and the progressive beats keep me alert and focused. Coincidentally, while studying about various marketing communication formats, “A Beautiful Mine” by RJD2 came on over the stereo. Most people don’t know the tune by name, but if they heard the first few beats they would immediately envision the opening credits of AMC’s five-time Golden Globe-winning tv drama, Mad Men — that is the sheer transporting power of music.

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