Sex sells... just not for your brand in the longterm. If a brand’s identity is grounded in “sensuous” qualities only, it may not be enough to elicit a long-lasting love in the marketplace. We took at why brands need balance in order to maintain longterm relationships with consumers.
Almost a year after the election, we are just beginning to wrap our heads around the role of social media in American politics. Last week, Facebook turned over 3,000 Russia-linked ads to Congress. But Russia’s involvement in the U.S. election is just the tip of the iceberg – surfacing a level of divisive discourse that increases with each new tweet and reminds us that America continues to be torn by extremes.
Samsung was a brand quite literally aflame, having a difficult second half in 2016 in the midst of it's exploding Galazy phone but then quickly spiraled downhill. We can use the BAV® model to examine how the Samsung brand was affected by this crisis and how it is doing today.
Brand boards are an invaluable tool for brand insights. While we as marketers and consultants typically tend to compare a brand with another in the same competitive category, BAV® allows us to compare a brand with any other brand in any other category.
Health is a lifestyle. It’s not just about eating right but also about drinking the right liquids and exercising. People are trying to “healthify” their lifestyle by choosing the brands that accurately represent what they want.