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Book Review: Neuromarketing Essentials: what every marketer needs to know
This book by Peter Steidl is a superb, short introduction for all marketers interested in Neuromarketing.
Reframing brands and categories
Continuing our series on linking psychology to data analytics, we explore how brands can reframe the meaning of categories by creating new stories.
How do brands become market leaders?
Continuing our series on linking human psychology to Big Data analytics, we explore how category-leading brands connect with customer psychology.
open to learning: How to run a global marketing campaign that meets local needs
Kevin Freedman's practice paper on how to make global marketing work contains lots of practical, solid advice. If you work on a global brand, do read his paper for expert guidance.
open to learning: Four ways digital works to build brands and relationships
David Aaker provides a good overview of the different roles that digital can play in building brands.
open to learning: Linking brand to business financials
Joanna Seddon of OgilvyRED gives a clear overview of why brand valuation matters to marketers and how to approach it.
open to ideas: Time to forget everything we learned in the past about branding?
Micael Dahlen and John Karsberg have come up with a genuinely new and fascinating idea about consumers' expectations of future brand behaviours.
open to ideas: A sensory approach to brand confusion
Jean-Charles Chebat and colleagues have explored the idea of brand confusion with a smart piece of research.
Book Review: Customer Experience with 3 Michelin Stars
Sometimes the best marketing lessons come from unexpected sources. Reading “The Diego Masciaga Way” by Chris Parker, I found some great insights into how a premium brand is brought to life in an integrated customer experience.
Brand purpose
Is brand purpose just another piece of marketing jargon or should we take it seriously?
Brand language in the online world
Continuing our series on linking human psychology to data analytics, we explore how brands can use language to trigger consumer emotions in a digital world.
How to segment a market psychologically
Continuing our series on linking human psychology to Big Data analytics, we explore how psychological motivations can help us understand market segmentation.
Unlocking Brand Meaning from Big Data
The promise of Big Data will remain just that until we approach it with ideas rooted in human psychology. Recently, we took an extensive data set on 24,000 consumers and 790 brands across 13 markets and added 1 psychological model to explore brand meaning. This post describes what we did and how.
Book Review: Neuromarketing for Dummies
We've been enjoying this book by Stephen Genco, Andrew Pohlmann and Peter Steidl and highly recommend it to anyone interesting in the power of brands.
Five steps to a winning brand personality
Brand personality is important. Here's how to define it, bring it to life for your customers and help protect your brand from competitors.
A seasonal look at fragrances
Fragrances are big business at this time of year. But some brands are more powerful and iconic than others. We've been looking at why that is using Marquetypes analysis.
Career Branding for the next Steve Jobs
Somewhere out there is a young entrepreneur who will one day be ‘the new Steve Jobs’. Is she one of your colleagues? Is he one of your friends or a member of your family? Is it you? Whoever it is, help them out with this good advice on career branding.
How to build a strong social media brand - fast!
Establishing a service brand can be tougher than product branding, more so when building your brand online. Yet, we've found a brand that's almost an overnight success: MarketingChap. What lessons can be learned from MarketingChap about building an online brand fast?
How to drive sales AND build your brand
Attention-grabbing marketing activity gets headlines and might drive short-term sales but some marketing actions also help build your brand and others don't. How to tell the difference?
What is brand personality?
Sir Richard Branson is right: personality is critical to success - for brands as well as people. Don't leave it to chance!
Step up from Archetypes to Marquetypes™
We've just launched our new Brand Positioning - starter kit. opento members are already using it - why not join them?
It's a brand hexagon!
A quick note on how our new product development is progressing. The hexagon lives on!
Branding - not blanding: The Jester
In archetypal branding we often think of The Jester as bringing joy, fun and relaxed pleasure. Think again: every archetype has its 'dark' side.
It's a hexagon!
A quick note on how our new product development is progressing.
Lover Brands and Love Triangles
By exploring the psychology of love in depth, we can find inspiration on how to build strong archetypal Lover brands.
The Sage and his ice cream maker
The Sage archetype is a powerful focus for brand positioning. But guard against the risks of being a Sage - by learning from brands that do it well. We analyzed the brand extensions of Heston Blumenthal, internationally-acclaimed chef, to give you inspiration and direction.
Meaningful Brands
Brand meaning is a hot topic right now. What is a ‘meaningful brand’, why is it important and how can you take it into account when building your own brand and business?
Brand positioning is a business question
Discovering the right brand positioning for your brand requires a good understanding of the customer, the competitive market and all aspects of your own brand. The final choice has implications for your whole business, not just your marketing team. In the third and final of this week's posts on brand positioning, we look at how to make that choice.
The three building blocks of brand positioning
To discover the most powerful positioning area for your brand, you need to consider your customer, the competitive market and your own brand. In the second of 3 posts this week, we look at how to define these three building blocks of your brand positioning.
What is Brand Positioning?
A brand is not just a promise – brands need to deliver. Knowing how a brand really works is the key to brand positioning. In the first of 3 posts on brand positioning this week, we look at how a brand really works.
                   
                   

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