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Consumer behavior blows my mind
From the lack of posts, you can see grad school caught up with me a bit. This last class – consumer behavior – was especially challenging. Why people do what they do has always fascinated me, but I...
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Ingredient Brand Strategy – DuPont
One of the questions in my branding class last quarter was to analyze the branding strategy of DuPont®. DuPont® employs an ‘ingredient’ branding strategy – that is instead of branding individual...
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Building brand equity through products
There are plenty of boundaries when it comes to creating a brand, and one of those boundaries can be product development. Does the product speak to the overall feeling of the brand? Are there too many...
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Why the ‘got milk?’ campaign worked
I was pretty young when the ‘got milk?’ campaign launched, so I remember more about the celebrity milk mustaches than anything else. In reading for my branding class, I learned how the first ‘got...
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Traditional marketing vs. customer experience
Starbucks and Intel might seem like two of the most opposite companies you could find, with completely different brand tactics and messaging. However, both companies worked within these strategies to...
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You need research. Yes, even you.
The fact that I have studied Accenture in not one, not even two, but every single one of my FOUR marketing classes should say something – especially for a brand that makes its money on consulting (not...
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Three reasons why you need research at the front of your marketing plan
I used to think as a marketer, you had to know what good marketing was in your “gut” – it was all about the “feel” of something. If the copy is sharp and the design edgy, it will sell. I was wrong....
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Dockers vs Snapple
So, you might see that title and think “Wait, am I in a Netflix commercial?” But I was asked in my branding class which company – Dockers or Snapple – did better in using marketing programs and...
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How niche buying affects creatives
Discussing old and new media in my media buying class, my professor posed this question – what if we think about old and mew media not in terms of the actual media, but the behavior? What is old media...
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Foodie heaven
One of the most brilliant marketing moves I’ve seen in a long time comes from a great love of mine – the Food Network. And I’ll admit, I’m a bit biased. Because I’ve long said – and meant – that I...
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