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A lesson for executives. Okay, I came across the statistics regarding emotional bonds between brands and consumers. To say that it got my attention is an understatement. It showed a huge "misunderstanding" between the brand executives and consumers. 80% of executives believe their brand understands consumer emotions (Source: Blogging Lift ) A mere 15% of consumers say that brands have a good ability to form emotional bonds with them (Source: Blogging Lift ) It seems like 80%

71% of consumers are more likely to buy from a company if its CEO is active on social media (Source: Edelman , 2024). Are you a CEO? Are you an entrepreneur? Are you running your own business? How are your sales going? Are you wondering - how can I boost my brand presence? How can I boost my sales? How can I create a more successful company? How can I create more sustained, long-term growth for my business? The answer is YOU. And this is not me being cheesy. You are literally

Luxury is a highly subjective concept. A holistic experience. And luxury goods are usually bought because of their symbolism to their consumers. So in a nutshell, luxury is an idea that we buy into because it speaks to our needs and ways in which we wish to be perceived. Being aware of the above, we can now see why, when it comes to luxury branding and marketing, it's its own universe, and the typical go-to rules for non-luxury promotional tactics don't apply here. First, the

Unless you've lived in a cave for the past few years, you are aware of the momentum that Artificial Intelligence is currently having. Once you really start looking into it and paying attention, you will quickly figure out that it's even more present than you originally thought, and you will most likely reach a new level of amazement every time you pay attention to it. At least I do. And not because I would be so fascinated by its capabilities, but more so because I see the wa

A good strategy is like a house foundation. Without it, whatever you wish to build will lack proper stability and, in the long run, it will collapse into itself. That's why the right strategy is crucial to the success of any project, campaign, brand, or business. Everything starts with a plan, a strategy, a "point A to point B" master plan that will help us stay on track and build things in alignment with the bigger picture. Even an architect builds a needed foundation based

As the name suggests, channel-hopping is switching from one communication channel to another . The term has been more commonly associated with switching between TV channels, but we have successfully transferred the skill into today's online environment. Have you ever caught yourself checking out a variety of different sites, channels, and social media accounts upon finding something that is of interest to you, and you've done it within moments? That's the nature of today's co

Let's get emotional! Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand, comparable to a feeling of bonding, companionship or love. (Source: Wikipedia ) Now that we've got the definitions out of the way, it's time to get pra

Long-term success of any brand or business depends on how well it can bond, connect, and keep its clients. This bond is established in a variety of ways. If one owns a restaurant business, then for a start, the food needs to be great - that's just a must (all my fellow foodies will agree with me on this one); then we have the employee presence, uniforms and communication strategies; is the booking system working smoothly or are there hiccups which could be improved; we can al

To me, each brand is alive, almost like an entity that we bring to life with our actions, structuring each little part of it. Brand cannot just be a logo, graphics, colors, and design. It might start there, but over the years, it evolves into a persona (sort of), it grows a character, it gains the ability to be resonant with a specific crowd for all the specific core reasons it embodies. It becomes a "self-made" magnet for the right people. With that in mind, I recently came