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 ...
Continue reading >

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 ...
Continue reading >

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 ...
Continue reading >

T-shirts & Tattoos: A Lesson in Identity Branding

April 3, 2017
2
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 ...
Continue reading >

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 ...
Continue reading >

Happy Holidays from LRW

December 21, 2015
Posted by: Trish Smyth
Since Black Friday, we’ve been wearing out our clicker-fingers browsing through ecommerce deals, straining our thumbs swiping through mobile shopping apps, and over-extending our shoulders ...
Continue reading >

Mapping the Pathways to Nirvana

November 17, 2015
3
Posted by: Hrag Balian
There is a quiet revolution taking place among a minority of marketing researchers.  This revolution, noble and ambitious in its cause, is aimed at undermining ...
Continue reading >

There Are Many Pathways to Nirvana

November 12, 2015
1
Posted by: Frank Zinni
A recent essay, by Dr. Stephen Needel, in Greenbook, entitled “Is the Path to Purchase the Road to Perdition?” caught my attention. In it Dr. ...
Continue reading >

Unearth Seismic Shifts with NewMR Tools

November 9, 2015
4
Posted by: Frank Zinni
In their article A Seismic Shift in How People Eat, The New York Times announced that, “Eating habits are changing across the country and food ...
Continue reading >

What’s in your book bag?

July 11, 2013
8
Posted by: Joan Cassidy
‘Tis the season of travel, sun and fun…even for researchers. Diving into that stack of books you’ve been meaning to get to remains one of ...
Continue reading >