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Brand Rivalry
It is often said that a brand is a narrative. This is because stories are fundamental to how we process information. The human brain organizes much of our experience, knowledge and thinking as stories...
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The Touchy Business of Redesign
Why do redesigns receive so much flak? Because people are passionate and largely resist change. Even a “great design” may be rejected if it violates consumers’ sense of “how things should be.” That’s...
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Off-Brand Experience
We’ve all experienced buyer’s remorse. However, sometimes the experience isn’t just poor, it’s painful. Whether it’s a restaurant that botches a special occasion or a camera that fails to capture a...
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Branding and Multipliers
Most companies see brand building as a process of addition, where every touch point adds to the overall experience. They summarize that each point of contact adds to their brand’s overall equity. Yet,...
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Brand Management
After wishing everyone a Happy Brand Management Day on Twitter today, we were bombarded with “What?”, “Huh?”, “??”… Which lead us to believe that many people don’t know about Neil McElroy. So, we...
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Managing Consumers’ Expectations
A brand is an experience that lives at the intersection of promise and expectation. That promise can either be overt (made by the organization) or implied (made by third party, such as the media)....
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What if Brands Didn’t Exist?
Some people think brands are inherently evil; others see them as status symbols. This, of course, leads back to the question of how you define brand. Regardless of your definition, brands serve a...
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Option Paralysis
What happens when consumers are faced with too many options? Depending on the urgency of the purchase, this can result in commoditization (“They’re all the same. This one’s the cheapest.”) or failure...
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Confirmation Bias
Confirmation bias is a well-understood phenomenon that causes all of us (yes, that means all of us) to run information through highly personalized filters. This personal bias is created by the...
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Aspiration vs. Exaggeration
Consumers are skeptics. They see advertising and marketing as a sea of lies, and for good reason. They’ve been deceived too many times. Building a strong brand means managing consumers’...
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