Whether music or luxury goods, it’s crucial to be in good company or the company you are hoping to attract. Your product will be perceived only as good as the company it keeps, for better or worse.
Beef has come to be interpreted not just as meat from a cow but rather as the more generic and simplified meat; "If he does not eat beef, he must be a vegetarian." These two brands are differentiated enough and simple enough to make it easy to move between them, A to B. Where does your brand fall on this scheme?
How does a consumer choose when there are too many choices? Here's my experience shopping for skin care products in Korea.
Reason indicates that an apple and a sliced apple are equally good, but if examined through the lens of which version of an apple has greater appeal to a specific consumer group, then they are actually very different.
With essentially no real experience in the actual marketing business, I came to Tronvig Group with an open mind and ready to learn. My mind is stuffed now and I have learned some surprising things.
Seoul unveiled its new city brand mark after an open and democratic selection process. Thoughts on "I.SEOUL.U" and what it conveys.
If you are a free institution you have both a blessing and a curse. The blessing part is easy to understand—less barrier to entry. The benefits are many. Let’s look though at the curse.
If you satisfy your customers you fail, because in order to succeed you must deeply satisfy the customer for whom your product is most naturally suited.
Tom from the UK and I met over a pile of someone else's food. We were both staying in a hostel that for some reason was underground and connected to a night club in Chengdu the capital of Sichuan Province adjacent to Tibet.
On my 19th birthday, I told my parents that my sister and I were going out to lunch. We are only two years apart and had fought a lot growing up, so they pursed their lips, shared a bemused glance, and did nothing to rock the boat.
We weren’t getting lunch. We were getting our first tattoos.
I’ve never felt moved to support an institution like American Ballet Theatre, even at a level as basic as buying a ticket to a show. But once I heard this story and saw the face of one person in the company, it made me think that I must go.
The Metropolitan Museum of Art in New York City, commonly referred to as "the Met," hired a brand consultant and apparently he/she recommended that they call themselves "Met" without the article—no "the."
Does it feel better to pay a lot for something? If we pay a lot for something we need it to be good.
We traveled safely from Washington D.C. to New York on the 7PM train Tuesday, May 12th. The 7:10PM train which could just as easily have been our train was not so lucky. On hearing the news that we were unharmed I got an email from our client in D.C. with the sign-off "carpe diem."
Strategy is a very misused word.
Marketing strategies are—if you look at how the word is used—any marketing activity that might possibly work. People talk about "strategies" such as "posting to Facebook more."