The 6D Blog is focused on being a part of a global discussion—sharing big ideas, insights, best practices, observations and revelations about the world of branding and marketing.
Come in. Stay awhile. Learn, share, and hopefully, be inspired.
If you’ve ever led a market research project, you’ve likely encountered this at some point: the kitchen sink dilemma. That’s the term one of my clients years ago affectionately used to refer to a project we worked on together (Jen, you know who you are). It was because as the discussion guide evolved, the team kept adding and adding more questions than we could conceivably fit into a 60-minute discussion.
Ever gone to a website using your smart phone only to find that the entire website is showing on your tiny little screen? It’s really small so you can’t actually read anything – much less click on a link. So you zoom in, scroll and tap around a little, then zoom again to see the area you’re looking for. Frustrating!
Consistently communicating the brand platform at every level of interaction with customers is key to increasing brand engagement in a saturated marketing landscape. Psycho-sensory research tells us that the majority of information is communicated through nonverbal (or sensory) channels. So, a clear, coordinated visual identity is critical to formulating and executing a successful brand-building strategy – one that reinforces brand perceptions and manages audience motivations and expectations.
It’s generally understood that we are all influenced by branding. We buy Oakley sunglasses, Starbucks coffee, Nike shoes, Apple devices, etc. These products are personal to us, they make us feel a certain way and they reflect how we see ourselves in society if not some of our inner most values.
Specialization can be, well, quite special. At its best it can indicate status and mastery over information—like being the most knowledgeable member in a particular field—or even over nature—where a specialization to one’s physical environment allows for perfect niche exploitation.
“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
– 1997 Tom Peters Fast Company
We all know that advertising is all around us, and sometimes it seems inescapable. Although experts are unable to agree on an average number, it’s safe to say that at the minimum, the average American sees hundreds of advertisements per day.
Everyone should be aware of the adage that it costs 6-7 times more to acquire a new customer than it does to retain an existing one.
What do buying a jar of peanut butter and bungee jumping have in common?
They’re both risky propositions. It’s true, a jar of peanut butter is a risky proposition. When I was growing up, my parents’ philosophy was that generic was as good as branded food. “Why pay for advertising?” they would ask.
What is UI?
User Interface Design – it is everywhere. We use it every day to navigate, research and formulate opinions… and most of the time we don’t even
If you were born before 1980, this 50+ page, wiro-bound document evokes nostalgic memories of our early-career market research reports (they also made great door stops – the heavier, the better)!
Brands are rooted in human perception and live in our minds. They are the sum-total of our perceptions, emotions, beliefs and attitudes (PEBAs) about a thing, an organization, an activity or a person.
Long gone are the days when a new branding campaign started with a logo presented on standard business stationery; business card, letterhead and envelope. Now an email signature, Word letterhead template, PowerPoint template and business card are what clients require.
After two decades in marketing and advertising, I’m always amazed by how technology trends have made it easier than ever to perform numerous tasks on a daily basis without drowning in multiple software programs and apps.