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.

A Novel, Psycho-Sensory Approach to Qualitative Discussion Guide Development

November 17th, 2014


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.


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What’s the difference between responsive vs. adaptive web design? [No code-talk, promise.]

November 10th, 2014


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!


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The Importance of a Branding and Identity Style Guide

November 3rd, 2014


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.


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Brand-building and the Celebrity Effect

October 27th, 2014


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.

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Specialization: If All You Have Is a Hammer…

October 20th, 2014


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.

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The Ultimate Brand 2.0: YOU.

October 13th, 2014


“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

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Ads, Ads Everywhere!

October 6th, 2014


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.

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Top 5 Customer Service Facts For Marketers & Brand Builders

September 29th, 2014


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.

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Using Sensory Cues to Overcome Risk Aversion and Encourage Brand Trial

September 22nd, 2014


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.

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The Importance of U and I

September 15th, 2014


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
realize it.

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Five Steps to Improve Your Reports – Evolving From Tomes to Twitter

September 8th, 2014


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)!

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Psycho-Sensory Branding: A Whole-Brain Approach

September 1st, 2014


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.

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Branding Custom Templates

August 25th, 2014


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.

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Not Seeing the ROI in Your CRM? It’s Probably YOU.

August 18th, 2014


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.

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It Pays to Proofread

August 11th, 2014


Blogging, text messaging, Tweeting and other forms of social media continue to contribute to a less formal and personalized use of language in online marketing campaigns and electronic correspondence.

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