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 and includes roles, relationships, groups, and brands. We shared that Jane identifies with brands in the same way she identifies with groups – by finding ways in which she aligns or does not align with ...
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Budweiser: King of America?

May 12, 2016
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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REI Opts Out of Black Friday. so what?

October 29, 2015
Posted by: Jason Brooks
Outdoor recreation gear and clothing retailer REI just announced their plans to keep their 143 stores dark on Black Friday, giving all of their employees ...
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“Dieselgate” and Volkswagen: What’s the Impact?

September 24, 2015
Posted by: Charles Swann
This week Volkswagen admitted to tampering with the emissions systems on 11 million diesel vehicles worldwide. This deception helped VW pass emissions tests despite their ...
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Agent-Based Modeling: Improving Decision Support

October 11, 2012
Posted by: Robert "Mick" McWilliams
Imagine you’re planning both product design and marketing communications for a new product launch. You’ve conducted a survey that consisted of two main components: A ...
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What Should You Expect From the Relationship Between Brands and Word of Mouth?

July 25, 2012
Posted by: LRW
Log on to Facebook or peruse a Twitter feed and it won’t take long to see posts like “Ron Paul 2012” and “I love this ...
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