Brand Identity: A Community Experience

July 5, 2017
Posted by: Jessica Cornick, PhD
Meet Jane: registered nurse, Instagrammer, and “dance mom”; she uses Burt’s Bees, drives a hybrid SUV and works out at Planet Fitness. Jane, like all people, has a need to belong, and so she belongs to a variety of groups; some she has joined and some she has formed, some she joined in actuality and some she joined because she ...
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Brand Identity: Signaling the Self

June 13, 2017
Posted by: Jessica Cornick, PhD
When someone asks you what kind of car you drive, what are they really asking? In her blog on car buying, Collette Eccleston, PhD said, ...
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Brand Identity: Add Value Through Shared Values

June 7, 2017
Posted by: Jessica Cornick, PhD
In this blog series on creating Identity Overlap with consumers, we introduced Jane the Consumer, who, like other consumers, has an identity that is multi-faceted ...
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Brand Identity: Galvanizing an “Us”

May 31, 2017
Posted by: Jessica Cornick, PhD
In our last blog, we met Jane the Consumer. Jane is wife, mother, registered nurse, Instagram user, and “dance mom.” Companies that want Jane’s business ...
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Brand Identity: You Are What You Buy (Sometimes)

May 8, 2017
Posted by: Jessica Cornick, PhD
Meet Jane the Consumer. Jane is a wife and mother who is also a registered nurse, an avid Instagram user, and a “dance mom.” Jane ...
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The Echo Chamber at Work

April 25, 2017
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Posted by: Jessica Cornick, PhD
The Internet, in its infancy, was truly the “World Wide Web,” a place where all users had equal exposure to information. Now, thanks to digital ...
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Identity Politics: A Lesson for Brands

April 10, 2017
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Posted by: Jason Brooks
Did you happen to see this recent Pepsi ad featuring Kendall Jenner? Perhaps not, as Pepsi quickly pulled it after widespread backlash on social media ...
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T-shirts & Tattoos: A Lesson in Identity Branding

April 3, 2017
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Posted by: Chris Elsbury
My wife and I recently hired a contractor to help us renovate our home. Before the ink had dried on the contract, our contractor presented ...
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McDonald’s Hails the Kale. Why?

December 13, 2016
Posted by: Joan Cassidy
I stopped by the drive-thru at McDonald’s the other morning, desperate for another cup of coffee. While in line, I noticed a small garden of ...
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Election 2016: Appealing to the BASE

November 1, 2016
Posted by: Jessica Cornick, PhD
Pew Research recently argued that 2016 is a critical election year because Millennials outnumber Baby Boomers for the first time with 126 million eligible Millennial ...
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