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: 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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Segmentation: Beyond Demographics

March 8, 2015
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Posted by: Jennifer Valenzuela
Last week, The New York Times published an article about Fidelity Investments’ decision to customize their customer service approach based on the gender of the ...
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Bad Customer Experience. so what?

November 19, 2014
Posted by: Joan Cassidy
I broke up with my favorite retailer and I still haven’t gotten over it. To say the least, I had a bad customer experience. The ...
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Celebrity, wine and cats

July 9, 2013
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Posted by: Joan Cassidy
All aboard the brand wagon—trending now are celebrities extending their brands into wines, beers and spirits. Film stars like Drew Barrymore, Francis Ford Coppola, and ...
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Deen Drama: A Lesson in Loyalty

June 25, 2013
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Posted by: Joan Cassidy
Last week, news broke that during a May 17 deposition, celebrity chef Paula Deen admitted to using racial slurs, including the N-word in the past, ...
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