start a tribe

3 ingredients for marketing success While clubs like Rotary and Lions are clearly in decline this reflects neither a lack of social consciousness nor a lack of the need to belong. The facts are – social consciousness among generations X and Y have been found to be higher than for baby boomers and belonging through […]

3 ingredients for marketing success While clubs like Rotary and Lions are clearly in decline this reflects neither a lack of social consciousness nor a lack of the need to belong. The facts are – social consciousness among generations X and Y have been found to be higher than for baby boomers and belonging through social media channels is almost universal. My focus here is the need to belong and the opportunities this offers business. The need to belong is a basic human need that has been identified time and again by social researchers and behavioural economists as a key driver of human and therefore consumer behaviour. The potential of tribes – groups of people who identify with each other and feel they belong together – for marketing has also been the subject of much research and a number of books and articles. The growth of Permission Marketing has in…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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