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Bookmark or Share- The Mythology of Totemic Brands - American Marketing AssociationThe concept of “tribal branding,” of understanding and activating our collective behaviors and unmet evolutionary needs, cuts through the clutter of motivations, tactics and touchpoints. It may just help you see your brand more clearly.
- The Power of a Brand Name: Why It Matters - American Marketing AssociationMany branding agencies and consultants have attempted to list qualities of great brand names. But books, articles and social media posts that list “X principles of brand naming” usually overstate the case. For example, some say good brand names must be short.
- What is Marketing? — The Definition of Marketing — AMADefinition of Marketing Research. Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define opportunities and problems; generate, refine, and evaluate actions; monitor performance; and improve understanding of it as a process.
- How to Build a Precision Branding Campaign - American Marketing AssociationPrecision branding is an accelerant of traditional branding because it matches this bigger impact with data on consumer modality—not just demographics. And the tools for this are expanding. Oracle, one of the largest data players in the marketing world, lists more than 100 unique data sources that can be appended to various media communications.
- How to Use Color Psychology in Marketing - American Marketing AssociationCoupled with a brilliant social strategy around rethinking “taboos,” the disruption and differentiation U by Kotex achieved helped increase sales of the Kotex brand by almost 10%—an instance of using divergent color to shift a narrative so successful that it still comes up in conversations around bold branding choices.
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