How a Marketing Legend was Born Think about this scenario: It is 1991, and the majority of consumers had not known the difference between a microprocessor and a microwave. Along comes Intel and their outrageous Intel Inside advertising campaign–probably the best-known ingredient branding scheme of all time. Whereas other chip manufacturers were satisfied being a diffident part in the background, Intel was determined to become […]

When Personal Became Political: The Situation That Altered It All Imagine this: In August 19, 1992, Mary Fisher is invited to speak at the Republican National Convention in Houston, Texas, on the invitation of the Detroit Free Press that runs her story about her HIV status. That was followed by no less than a rhetorical revolution the speech that has been ranked as one of […]

The Swoosh That Ruled the World Nike is not a giant in athletic wear by coincidence, they have perfected this technique of making their customers believe that they are the heroes in their fitness story. The approach used in the marketing of Nike products involves telling compelling stories and images as a method of connecting with the target market on an emotional level, the use […]

The Great Workplace Writing Identity Crisis Elizabeth Wardle’s groundbreaking essay “Identity, Authority, and Learning to Write in New Workplaces” tackles one of academia’s most practical questions: How do you stop writing like a literature major when you start working like a professional? The primary idea Wardle focuses on is the role of identity and authority and the significance of these factors as the basis of […]

The Perfect Fit: Data Vs Creativity Think of consumer research as the brainiac and design thinking as the creative type, the marketing combination power couple. Collectively they are transforming the way marketers learn and support their customers opening up a methodology that is scientific and artistic in its approach, yet truly effective at the same time. The latest developments in consumer behavior research indicate that […]

The Ultimate Dysfunctional Family Road Trip In the event that you ever needed to find out what happens when you mix a meddling grandmother, an ill-tempered family and one of the most terrifying villains in literature, then Flannery O’Connor’s  A Good Man is Hard to Find will be your warning. This Southern Gothic masterpiece of the novel proves that in some cases highway is the […]

The Stars and Stripes of Spending: Understanding American Consumer Psychology Welcome to the fascinating world of American consumer behavior, where financial security meets social status in a beautiful ballet of credit card swipes and Instagram posts. Have you ever pondered the reasons as to why an American would loan out good money that can be utilized to buy groceries to run a truck whose estimated […]