Brand identity is one of an organization’s most valuable possessions and you should go to great lengths to nurture it. Barnes & Noble is an example of a brand that didn’t. In this post, you will learn how to carry out a brand identity analysis using Barnes & Noble as an example. In this post,…
“If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.” Court, Elzinga, Mulder & Vetvik[1] in The Consumer Decision Journey Brands need to have knowledge of their touchpoints if they are to be able to influence the moments that matter. Stimulating the customer journey is impossible if you…
People don’t like insurance companies. They see them as greedy evil sales organizations that care only about their own profits. Some don’t even trust them to pay out claims[1]. This is ironic since paying out claims is the fundamental service these companies offer to customers. It’s sort of like not trusting coffee houses to pour…
