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Understanding the Conscious and Unconscious in Marketing

Article by on February 7, 2014

Human decision-making (i.e. purchasing) does not take place at only the conscious level as marketers often assume. Unconscious mental processing is at least as important and conscious and unconscious values are often out of sync. Unconscious mental …

Use Marketing Conversations to Build a Memorable Brand

Article by on December 3, 2013 Editor's Pick

Twenty years ago, a brand concept might have included a color and particular font so customers could recognize a company’s storefront. But today’s brand isn’t just external imagery and a few consistent words. The most powerful brands …