1) Al Ries published a great piece on megabranding (or not) in the latest Advertising Age. The question he explores - do consumers want as much choice as brands seem compelled to give them? One example he shares: Five years ago, a typical Coca-Cola bottler … Read on >
After interviewing Donald A. Norman, author of Emotional Design (and other great books on the topic) for my 9 Minds On Marketing eBook a few years back, I was sold on pursuing a more design-oriented way of thinking and writing. A recent BusinessWeek article by … Read on >
I am officially a sucker for the Olympic Games. Just thinking about them brings back a lot of memories of my brother, sisters, parents and I feeling so proud of the athletes for … Read on >
1) Shopping centers are clearly, and not surprisingly, feeling pains in today’s economy. Stories like this Wall Street Journal piece and this USA Today piece describe the trouble developers are facing in trying to lease space, and the lengths to which some malls are … Read on >
A few weeks ago I heard Malcolm Gladwell speak to an audience of homebuilding industry CEOs about how people make decisions or judgments. That is also the general topic of his most recent book, Blink, which explores two ways of decision-making: 1) the data-driven to the nth degree, … Read on >
Coming up with a title for this post was hard. The word “feminist” throws all sorts of people of both genders out of whack, and why would I want to look at how this applies to marketing, anyway?
When I came across Dave Hill’s article in The Guardian, I … Read on >
In my latest eBrandMarketing.com post, I write not about any tactical aspects of marketing to women, but about the broader brain preparation - how to get your mind ready to learn how women in your market buy. Having an open mind is one of my suggestions and continually … Read on >
1) Recent Social Technologies/Spike TV research shows that "guys are still deciphering what it means to be a man in the post-feminist world," and, as Social Technologies Senior Analyst Chris Carbone further explains: "Life is complex, and even contradictory and—just like women—guys … Read on >
Especially in an industry is rooted in the construction and building industry (where bigger and more imposing have long been "better"), it can be hard to even wrap your mind around how the consumer actually experiences the space. Imposing structures do not inspire a lingering shopper - who knew?
So, … Read on >
Peak: How Great Companies Get Their Mojo from Maslow
by Chip Conley
I'm a big psychology buff, so this application of Maslow's hierarchy of needs to the business realm fascinated (and resonated) with me. As Conley mentions, psychology in business has long been about "fixing it," but that won't necessarily "offer the opportunity for transformation to a more optimal state of being or productivity." Everyone can learn from this discussion.
The Sexual Paradox: Men, Women and the Real Gender Gap
by Susan Pinker
A fascinating examination of how sex differences play out over the life span. One interesting quote: "For most women it's less a question of who's able to win. It's whether competing feels good and is worth the cost."
Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
by Katya Andresen
Andresen writes that causes can learn from traditional marketers, but after reading this, I'd argue that traditional marketers can learn from the causes profiled. An interview with Andresen is included in my eBook, 9 Minds On Marketing.
You Just Don't Understand: Women and Men in Conversation
by Deborah Tannen
Men have a more asymmetrical, positioning approach to communication, while women have a more symmetrical, connecting approach. This is a classic worth revisiting frequently.
BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
by Mary Brown and Carol Orsborn
It's a hot topic - and the case studies and examples presented in BOOM can offer up insights to get you started.
