What Is & How to Conduct Secondary Market Research

What Is & How to Conduct Secondary Market Research

Whether launching a new campaign, researching a potential marketing channel, or just snooping in on what the competition is doing, odds are you will encounter secondary market research at some point in your role.  Secondary research can be a very flexible and cost-effective way to find answers to your problems and get a feel for…

The 4 Greatest Marketing Challenges for Startups

The 4 Greatest Marketing Challenges for Startups

For the curious and ambitious, marketing at startups is incredibly exciting. Depending on the lifecycle of the company, you have responsibilities anywhere from building a marketing team and mapping out strategy, to running targeted campaigns catered to well-defined audiences. It’s a high stakes game where the challenges are immense. Only 33% of startups ever make…

12 Common Biases and How They Influence Decision-Making
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12 Common Biases and How They Influence Decision-Making

People are not rational decision makers. Quite the contrary we are highly irrational in almost everything we do. That’s because despite best intentions to remain as objective as possible there are just so many things that influence us in any given moment — both on a conscious level and on a broader emotional and subconscious…

11 Promising Alternative Social Medias to Build Your Brand

11 Promising Alternative Social Medias to Build Your Brand

Established social media platforms such as Facebook, Instagram, Twitter and LinkedIn can be a great vehicle for building your brand. But it can be tough for brands to stand out and amass a following, especially if you are small. Most of the established platforms have shifted to a pay-to-play model where organic reach is almost…

The Fundamentals Of Brand Trust: Building Trust The Right Way
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The Fundamentals Of Brand Trust: Building Trust The Right Way

It’s important for brands to nurture trust, no matter big or small. In fact, it’s easier for small brands and can lead to significant financial benefits. Brand trust is all about credibility and integrity. Once you understand that you can build brand trust more effectively. Trust is important in essentially all interactions in our society….

Marketing ROI: When It’s Useful & When It’s Misleading
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Marketing ROI: When It’s Useful & When It’s Misleading

Marketing ROI appears to be lauded as the go-to metric to measure the effectiveness and efficiency of your marketing initiatives. Though definitely useful, marketing ROI can also be misleading and undermine your brand performance in the long run. You need to make sure only to apply marketing ROI when it’s appropriate to do so. When…

4 Consumer Insights That Help SMEs Gain a Competitive Edge

4 Consumer Insights That Help SMEs Gain a Competitive Edge

SMEs suffer a disadvantage in the marketplace when competing against large brands. There are, however, several psychological consumer insights that SMEs can use to their advantage. These include personifying the producer, positioning as an underdog, using attractive packaging and crowdfunding their products. Startups and other small and medium-sized enterprises (SMEs) operate at a severe disadvantage…

Why Attractive Packaging Design Is Important for Your Brand

Why Attractive Packaging Design Is Important for Your Brand

Attractive packaging design is important for your brand. It helps you stand out, consumers prefer packaging they feel is aesthetic, it creates certain expectations of quality and has priming effects, and converts at the point of purchase. Attractive packaging stimulates the senses and works on a subconscious level to ease consumer decisions. Packaging is one…

Advice To Business Owners: Don’t Ignore Brand Hate

Advice To Business Owners: Don’t Ignore Brand Hate

Brand hate is inevitable for every business. As people grow a liking to you, other people start to dislike you. Brand hate is caused by three key emotions: disgust, contempt and anger in different combinations that lead to different behavioral outcomes. Marketing discussion tends to focus on the positive emotional attributes in branding. You hear…

What Is Woke Washing And How To Avoid It?

What Is Woke Washing And How To Avoid It?

Brands are shifting their attention toward brand activism as sociopolitical issues become more prominent in the social debate. Most of these initiatives, sadly, are inauthentic woke washing. You may have heard of greenwashing, but now there is a fancy new term in town: Woke Washing. As sociopolitical issues earn a more substantial share of voice…