Did you know that 31% of Americans don't believe that global warming is happening -no matter how much scientific proof you present? Click here to discover why.
How culture affects cognition?
Lack of deep insights lead to poor advertising
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. And, sadly, …
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When to celebrate your brand’s history?
Let’s say you are managing a brand that is about to celebrate its 25th-year anniversary. An interesting question pops up: Should you promote your company’s length of life? Should you say something like, “Since 1990”? When does it make sense to celebrate your brand’s history? What’s the right thing to do?
How to create a buyer persona?
“Our target audience is 18-48, female and male, C1, B and A.” You might have heard a similar nonsense statement before... The above sentence is a feeble -and rather soulless- attempt to describe a "target" "audience". I am categorically against using such lingo as it's a completely outdated way of thinking. I also believe that in this day …
How to Create a Brand Architecture for Private Label Products
Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, twice as much (!) as the profit they make from other brands. Consequently, PL has been treated as a “cash cow.” Money was invested in PL, the product, not PL, the brand. Well, not …
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How to Revitalize Your Professional Association: Rediscovering Purpose and MeaningHow to Brand a Professional Association?
Back then, life was easier for professional associations: Whether you were a lawyer, an accountant, or a doctor, you wanted to be a member of your professional association. Associations used to be the voice of their respective professions. They had unquestioned authority. Being a member was prestigious. Associations used to connect people through their popular networking events. …
Health for all. All for health.
(The below article was written for the city of Izmir to support its bid to host EXPO 2020. Although Izmir lost the bid to Dubai, it is my utmost hope that the ideas in this article will help Izmir in its noble pursuit of creating a healthier planet.)The World Health Organization defines the meaning of …
The evolution of private label brands
Did you know private label brands (PL) have existed for almost a century? Back in 1928, it was the Swiss who introduced the concept. And since then, PL has been spreading like wildfire. However, PL is more than growing: it is “evolving.” Today, we are witnessing a quiet renaissance, which deserves to be analyzed. This …
Branding luxury
At first, this article might sound like a book review, but actually, it is about a miserable experience of mine and a much-welcomed solution. Here’s how the story goes. Years ago, my then-employer wanted to publish a sector-specific “best brands” survey. Our plan was to choose a couple of sectors (or verticals), determine the top …
How to brand a destination?
Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this scary stat?: 86% of place branding projects fail within a year of introduction. Is there a way to break this curse? Let's figure out the …