March 6, 2018 by Mitch Duckler Many companies try to benefit from the equity of their established brands by launching brand extensions—new products that are introduced under an existing brand name. In our previous post, Why So Many Brand Extensions Fail, we discussed how extending brands has the potential to both heighten acceptance of new products/services and generate positive spillover effects …
Design Thinking: What It Is and Why It Matters to Marketers
May 2, 2017 by Carla Johnson When people hear the word “design,” it conjures up images of architects, graphic designers and maybe a programmer. These are the people who stereotypically take an idea or concept and bring it into the real world. They put different pieces together, many of which seem unrelated, and ultimately solve problems for their clients. But …
Human-Centered Design: What It Is And Why It Matters in Marketing
April 6, 2017 by Carla Johnson I’ve been watching the backlash to Pepsi’s Kendall Jenner ad this week. According to data from Amobee Brand Intelligence, digital content engagement around Pepsi has increased significantly (366 percent in just a day), but 43 percent has mentioned Black Lives Matter, 31 percent has labeled the ad as “tone-deaf” and 10 percent has tagged …
Human-Centered Design: What It Is And Why It Matters in Marketing
April 6, 2017 by Carla Johnson I’ve been watching the backlash to Pepsi’s Kendall Jenner ad this week. According to data from Amobee Brand Intelligence, digital content engagement around Pepsi has increased significantly (366 percent in just a day), but 43 percent has mentioned Black Lives Matter, 31 percent has labeled the ad as “tone-deaf” and 10 percent has tagged …
Design Thinking: What It Is and Why It Matters to Marketers
May 2, 2017 by Carla Johnson When people hear the word “design,” it conjures up images of architects, graphic designers and maybe a programmer. These are the people who stereotypically take an idea or concept and bring it into the real world. They put different pieces together, many of which seem unrelated, and ultimately solve problems for their clients. But …