How to create a brand that resonates with today’s consumers and feels authentic and real
What do Burt’s Bees, PayPal, Crayola, AAA, Intel, and Amazon have in common? They put themselves out there in bold and engaging ways and let their customers know exactly who they are and what they represent. They look out for their consumers’ interests and care deeply about customer experiences. They own it all–the good, the […]
Emotional vs. functional benefits: SaaS company’s value propositions
Volvo has been producing witty and memorable ads since the early 60s. Drive It Like You Hate It features one of their popular compact models racing through rugged terrain. As the car twists, turns and drifts along an unkempt dirt road, the narrator lets the viewer know that Volvo gets 25 miles per gallon and can still […]
How to create a brand that feels personal
People connect with brands when brand purpose aligns with customer values–making them feel understood and on the same page. Consumers want to feel like their needs are intuitively understood and like they belong. When a sense of personal connection is high, consumers feel more close to a brand’s purpose (distinct from a brand’s mission and vision). […]
BERA users see 391% ROI, Forrester TEI study finds
CMOs are focused on understanding new consumer behaviors and preferences, and are adapting their marketing strategies to align with how their audiences engage with different channels and devices. But marketing leaders don’t just want to create resonant campaigns; they want to invest in the channels, tactics, messages, and offers that drive the most tangible impact […]
Bridging the marketing-finance divide
Marketing and Finance: The missing link in your business strategy We’ve all heard the phrase “opposites attract.” While it may ring true when some describe their romantic lives, it is typically disproved in professional settings…especially when we consider the tenuous relationship between marketing and finance. Think about the last time you had to justify your […]