Tagged 'consumer behavior'

How Urbanization is Changing the Face of Brand Marketing

Posted by Gerhard Jacobs on September 12th, 2013 at 5:17 am

A little goes a really long way and making use of the tools granted us through globalization is a perk we should take advantage of at any given point

How ‘Human’ Is Your Marketing?

Posted by Gerhard Jacobs on February 20th, 2013 at 5:23 am

Marketing is not and cannot remain the silo it’s been for decades

Get-To-The-Point Branding

Posted by Nanda Sibol on January 28th, 2013 at 1:09 pm

Consumers today are literally bombarded with brand messages on multiple media platforms and devices at home, on the go, in stores and on the shelf.  It is overwhelming for consumers to make sense of it all and sift through the clutter and noise to get to what is important to them. Consumers today have little time to read printed copy or listen to and watch an ad; instead they are scanning the surface or skimming to get a quick read on what a brand or product is about.
New brands are acknowledging this shift in consumer behavior, and, in order to build quick awareness, they are encapsulating their key message—either the functional product benefit, point of difference, or positioning—into their brand name. Take for instance the brand “Eat Well Enjoy Life” that conveys the functional and emotional benefit in its name. In these instances, the brand name becomes the brand sound bite. We’ve seen several examples in food and pharmaceuticals where brands are developing their distinct sound bites to build affinity and awareness in seconds.
Thomas Keller of French Laundry fame has created a new 100% gluten-free flour. Leveraging the standard cooking instruction, “cup for cup”, and distilling it further by using... Read more

The Design of Content Marketing

Posted by Tony Zambito on April 6th, 2011 at 6:48 am

Image by neonihil via Flickr
Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature.  The concept of content marketing recognizes the growing importance of content to move buyers and consumers towards an action such as a decision, purchase, subscription, and enrollment.  Undoubtedly, the proliferation of the varietal forms and media of content that has arisen in the digital age has helped position content marketing as the overarching term to fit these new formats into an understandable phrase, idea, and concept.
What is becoming more evident each year is that organizations need to move from thinking about which forms and media to use to employing experience design thinking into content creation.  While experience design has its’ roots in product design and later with customer experience, there are crossover applied principles that can be beneficial to the emerging field of content marketing.  What I believe content marketers need to be careful with is taking the term Marketing or Marketer too literally.  What I mean by this is that if content creation is done solely through marketing thinking, it can be hard to stop the inertia of that rolling boulder buyers refer to as... Read more