branding

Positioning and branding are often confused, but for branding to be effective it's critical to get positioning right first. That takes logic, not emotion.

We think of print as primarily a visual medium and a challenge to use for sensory marketing. You generally can't smell it, taste it, or hear it. But touch can come into play in many kinds of print media. Hence, you sometimes see the use…

Your weekend reading list is ready! Just a few must-read items from around the web... My Stuff We know that personalization can improve response rates and conversion, but some unpublished research shows the way you personalize a…

Guest post by John Carvalho Neuromarketing readers are likely to be familiar with the idea of fluency, and its importance in how we target, craft, and deliver marketing messages that resonate with our audiences.

No business intentionally ignores its customers. In fact, most managers think they do a reasonably good job of listening. But, if a customer feels ignored, big trouble lies ahead.

Emotional Branding - The New Paradigm for Connecting Brands to People by Marc Gobé isn't a new book - it dates back to 2001. Nevertheless, those interested in neuromarketing or in gearing marketing efforts to work at the subconscious level…