Pros and cons of celebrity endorsements

There are both risks and rewards when signing celebrities to endorsement deals.

There are both risks and rewards when signing celebrities to endorsement deals.
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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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  • Building Your Brand

    Memorial Day marketing tips to maximize campaign success

    Memorial Day marketing tips to maximize campaign success

    Memorial Day is among the most beloved national holidays of the year, as it marks the beginning of the warm, barbeque-filled season, bringing families and friends together for a long weekend of good times in the process.

  • Consumer Insights and Strategies

  • Marketing Best Practices

  • Shopper Insights

  • Marketing Trends

    Marketing Tech Reports: April

    Marketing Tech Reports: April

    Marketing technology continues to progress at a rapid pace, driven by the evolving demands of consumers, continued innovation within device and software development, enhanced intelligence capabilities and more.

  • 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