Consumer Insight So What! Category

brands defining time

Time has flown by once again and the semester comes to a close. I begin every semester (and almost every class for that matter) with a bit of a pit in my stomach. I want to teach each class a bit differently and ensure that we go beyond the textbook and learn from not only […]

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3 Tips for Finding Consumer Insight Gems

Understanding Consumers So What? Similar strategy as the “Convince_(target audience) that (they should behave/think/do)____because____(brand value prop of brand) statement” that we discussed in class.

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How To Market Successfully In A Digital World? Put Customers’ Needs First.

 We have finished the first half of the semester and discussed how marketers study consumer behavior for clues to who buys, uses, and disposes of what good and services as well as when, where, and how they make decisions. We began by discussing The psychological core: Internal Consumer Processes and the influencers that affect consumer’s motivation to […]

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Apple Irony

Apple’s Reality The Apple brand persona as pioneering and independent began in the 1984 Super Bowl commercial, which was centered around the Orwellian concept of ‘big brother’ and showed Macintosh computers as a means to resist oppression.(Creating Powerful Brands; Chernatony, McDonald, Wallace) Research  found that Mac users are ‘active, avant garde and early adopters positioning them as […]

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