Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that
Category: Corporate Branding
Corporate branding can be defined as the process to maintain, continue and create a positive corporate reputation and associations using the power of a brand, which in return is a promise to. the stakeholder and consumer in particular at which the brand has formed a set of perceptions.
Personal Branding: Some Unique Challenges For Female Professionals And How They Can Navigate This Conundrum?
We all know developing a personal brand is valuable. It helps others see your true talents, so you’re more likely to be tapped for relevant and interesting assignments – and it helps you stand out in a field of competitors. But personal branding has some unique challenges for female professionals.
Why Is Traditional Advertising On The Rise, And Will The Trend Continue
Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies,
Why Two-Thirds Of Start-Ups Never Show A Positive Return? Based On Interviews And Surveys With Founders & Investors And More Than 20 Case Studies
If you’re launching a business, the odds are against you: Two-thirds of start-ups never show a positive return. Unnerved by that statistic, a professor of entrepreneurship at Harvard Business School set out to discover why. Based on interviews and surveys with hundreds of founders and investors and scores of accounts
Organizations Can Be Benefited From Attracting Talent And Retaining More-Loyal Workers By Offering Educational Benefits At No Cost
Most organizations that offer educational benefits require employees to pay upfront for courses, followed by some percentage of reimbursement. This limits who can afford to further their education: typically, those with robust savings and prior degrees are the ones who take advantage of the benefit. Recent analysis and data from
Q&A With Bestselling Author, Researcher And Entrepreneur Marcus Buckingham About Love And Work
Researcher and author Marcus Buckingham says we’ve overly complicated what it means to lead. Leading people means checking in with an employee every week for 52 weeks out of the year. Asking about their successes and failures–big and small. Asking what they loved last week and what they hated. And
Successful Learning From Failure: Create An Organizational Culture In Which Employees Feel Safe To Report A Failure
Many executives believe that all failure is bad (although it usually provides lessons) and that learning from it is pretty straightforward. The author, a professor at Harvard Business School, thinks both beliefs are misguided. In organizational life, she says, some failures are inevitable and some are even good. And successful
Entering A New Market Without Existing Demand: With A Bit Of Patience And Creativity, You Can Create Substantial, Sustainable Demand
Most companies focus their international expansion efforts on markets with evident existing demand for their products or services. But through a series of more than 100 interviews with executives and multinational organizations, the authors found that it is also possible (and potentially quite profitable) to expand into global markets without
The Business Of Creativity: Balancing Between Creativity And Efficiency
Creativity means more than developing new and useful “things.” It also entails new and useful ways of behaving, marrying action with invention to creatively engage with change across the entire value chain. Creative Business: A Marriage Of Action And Invention Construction is arguably one of the industries most resistant to
Better One-To-One Communications And Personalized Experiences In Health And Human Services (HHS) By Leveraging Customer Engagement Platforms
To elevate the human experience, HHS agencies need to deliver the right content to the right person at the right time through their preferred channel. Technology, coupled with a sound personalization strategy, can make it happen. As psychologist, economist, and Nobel Laureate Herbert A. Simon observed, “A wealth of information
Research: When A Brand Praised Its Competitors, Consumers Feels That The Brand Was More Thoughtful, Kind, And Trustworthy
When it comes to engaging with competitors, most brands take an antagonistic approach – think the age-old rivalry between Coke and Pepsi, or the memorable “Mac vs. PC” ads. However, new research suggests that praising the competition can actually boost a brand’s image and profitability. For example, in one study,
Strengthening Your Customer Service With AI: Creating And Delivering A Dynamic Experience That Provides Right Information And Incentives To Customers
Reimagining AI strategies to unlock a true end-to-end customer experience. Artificial intelligence can integrate two marketing tactics – getting the right offers to customers at the right time and delivering great post-sales service – to make the customer experience even better. For every brand, helping customers make purchase decisions by
