Brand strategy should evoke emotion

Brand strategy should evoke emotion

Regardless of who you ask what the best marketing strategy will accomplish, a universe worth of responses will likely be voiced, as the advertising arena has become robust, to say the least.
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Is guerilla marketing actually effective?

Is guerilla marketing actually effective?

Guerilla marketing is not necessarily a new tactic that's only been around since the rise of online advertising channels and platforms, but rather one that has been utilized for decades.
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3 brand strategy considerations for private security firms

Security firms providing personal protection to celebrities, politicians and other notable figures should consider a few marketing best practices.

The private security industry typically doesn't receive a lot of attention, and when it does, it usually comes in the form of news stories describing unfavorable actions taken by military contractors.
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  • Building Your Brand

    Earth Day marketing ideas for all businesses

    Earth Day marketing ideas for all businesses

    Earth Day is coming up, and celebrations will be taking place around the globe on Wednesday, April 22, to get consumers and businesses thinking about how they can be more ecologically responsible.

  • Consumer Insights and Strategies

    Big brands killed it this Tax Day

    Big brands killed it this Tax Day

    What might be the most hated day of the year for most Americans also presents major brands with an opportunity to step in and build engagement among customers and prospects.

  • Marketing Best Practices

    April fools: What marketing pranks you should avoid

    April fools: What marketing pranks you should avoid

    One of the more playful holidays – if it could be called that – is right around the corner, and virtually every type of fun-loving event can act as a good opportunity for marketers to release a fresh campaign to generate buzz.

  • Shopper Insights

  • Marketing Trends

    Is trade association-based funding for marketing still viable?

    Is trade association-based funding for marketing still viable?

    Certain types of marketing campaigns have simply fallen by the wayside, especially those that were at their peak more than 15 years ago when the Internet was not such a booming resource for advertising activity as it is now.

  • Marketing Analytics

    Dentsu Aegis Network Acquires Forbes Consulting Group

    PRESS RELEASE DENTSU AEGIS NETWORK ACQUIRES FORBES CONSULTING GROUP To be Integrated Into Copernicus, Further Strengthening its Capabilities in Data and Consumer Insights Dentsu Aegis Network today announces the acquisition of Forbes Consulting Group, a leading full-service consumer insight firm headquartered in the US that provides deep insight into the emotional motivations that drive consumer behavior. The acquisition of Forbes Consulting Group will bring Forbes’ patented suite of applied neuroscience methods, MindSight® emotional assessment technologies, into the network’s portfolio of industry-leading consumer insights tools. Headquartered in Lexington, Massachusetts and founded in 1985 by David Forbes, PhD, the firm specializes in providing deep psychological insights into a brand’s current customers and its overall marketplace through both quantitative and qualitative research and analysis. Its patented MindSight® tool was first introduced in scholarly journals in 2011 and is now used by many major brands.  It uses groundbreaking non-cognitive techniques to identify the underlying and often subconscious