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Enjoy our latest strategy insights, written by the best authors
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Strategy
Does Product Package Shape Equal Brand Status?
How do you judge a person's status? Do you look at his or her clothes? Or their possessions?
According to the Shape-SES theory, most people tend to infer a person's socioeconomic status from his or…
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Strategy
Words With Warmth and More: The ‘In-out Effect’ in (Service) Marketing
Did you know there's a hidden route to consumer preference? A recent study has demonstrated that even the most subtle features of a brand name, such as the mere pronounceability of words, affect…
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Strategy
Want To Involve A Celebrity In Your Campaign? This Is Your Best Bet
What brand do you think of when you hear ‘George Clooney’? And ‘Michael Jordan’?
Exactly, Nespresso and Nike! These are both brands that have successfully implemented celebrity branding.
Many organ…
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Strategy
Want To Make A Great First Impression? Start At Your Customer's Front Door
Do you ever think about the first impression you leave on others?
If you are like most people, you do. After all, we only have one chance to make a great first impression, right?
But leaving a memo…
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Strategy
Why We're Blind To Our Best Ideas
Ideas. They are the rocket fuel behind many of life’s best decisions. And some of the worst.
Whether you’re an entrepreneur in search of fruitful business avenues, a storyteller pondering on a thoug…
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Strategy
How To Use Price Framing To Your Advantage
Price comparison is key to consumer buying decisions. Does price presentation predict purchase choice? A 2019 American Marketing Association study published by David Hardisty, Dale Griffin, and Thoma…
