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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Amazon Gobbles Up Whole Foods?

June 20, 2017
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Posted by: Joan Cassidy
Everyone is going bananas over Amazon’s acquisition of Whole Foods. Mergers often get some immediate buzz, but this particular merger has prognosticators reporting that groceries ...
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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: 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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United Airlines’ Turbulent Ride

April 4, 2017
Posted by: Trish Smyth
United Airlines has been flying with turbulence these past few weeks. The rocky flight started before they even left the ground in Denver, where the ...
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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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You’re An Olympian, Too: Rio 2016

August 18, 2016
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Posted by: Jessica Cornick, PhD
If you’re anything like me, you’ve been avidly following the 2016 Olympic Games in Rio and keeping a close eye on the medal count. You ...
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Budweiser: King of America?

May 12, 2016
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Posted by: Joan Cassidy
One of the world’s biggest brands took a big gulp and then took a step back, back to their heritage, back to their roots. Earlier ...
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