Design News

Key Measures Of Marketing Outcomes

Marketing activities may not produce an immediate effect on sales, revenue, or cash flow. However, this does not mean there are no effects or that the effects of a marketing activity cannot be measured. An advertisement may persuade a consumer that a particular brand is superior to its competitors, but the consumer may not purchase […]

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How To Increase Sales With A Smaller Digital Budget

Can I let you in on digital marketing’s dirty secret? It’s the one secret that marketing execs guard more closely than any other: Digital ads don’t work nearly as well as they’re adver­tised to. More often than not, their effectiveness is wildly and brazenly oversold. Stratospheric conversion rates and returns al­most always overvalued by a […]

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Building Trust Capital For Business And Brands

To succeed in today’s unpredictable brand-business environment, organizations must build Trust Capital. In general, most businesses focus on three forms of organizational wealth: Financial Capital, Intellectual Capital and Human Capital. However, there is a critical fourth component: Trust Capital. Financial Capital is the money used by a brand-business to buy what it needs to make […]

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The Science Behind Brand Culture Success

In June 2018, after three days of intense competition and only a single event to go, the Women’s NCAA National Outdoor Track and Field Championship title remained up for grabs. The top three teams were separated by less than ten points. Sitting in third place, the University of Southern California Trojans were still in the […]

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How Assumptions Destroyed The Citrus Hill Brand

Even the world’s most successful marketing companies periodically fall into the “assumption trap” where they are confident that they know enough to sell their product without pursuing new information to challenge their assumptions. I fell in this trap only a few months into my first brand management job at Procter & Gamble. My first project […]

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How Brands Can Start Or Serve Social Movements

There are over 100 entries on the Wikipedia list of social movements. They include veganism, #metoo, men’s rights, organics, indigenous rights, black lives matter, pro-choice, tea-party and eco-feminism. There’s a prominent note on the page saying, “this list is incomplete, you can help by expanding it.” But Wikipedia will struggle to catch up with reality. […]

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Personalization Strategy: Past, Present And Future

“The future of marketing is bespoke everything,” wrote Amanda Mull in the Atlantic. The start-up Prose ships personalized hair-care prod­ucts made to order to customers who fill out a survey beforehand, while Care/of sells personalized nutritional supplements and Curology offers personalized skin-care concoctions. One of the more successful start-ups with a personalized (and servitized) value […]

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The Rebranding Of America

The Presidential campaign is over, but the campaign to restore America has just begun. People are the fabric of any democracy and the frayed narrative of our Union must be rewoven to include everyone. From the perspective of looking at brands as belief systems, there are several things that we need to consider. Our origin […]

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4 Ways To Build Brand Loyalty In Uncertain Times

For brands, facing uncertainty makes planning difficult. However, there is one action that all of these brand-business companies must undertake now. In addition to winnowing product lines and focusing resources on agility, these organizations must devote serious time, effort and money to building brand loyalty. To continue their profitable growth post-pandemic, companies such as Kraft […]

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