As a result of the shifts in shopping behavior emerging from this recession, shoppers will take a more thoughtful approach to buying, leaning toward more pragmatic and practical purchases vs. rampant deal-seeking behaviors. Up-market Gen X and Gen Y shoppers will take the lead in the recovery. Gen X is in the middle of a high-spending life stage and Gen Y has a greater willingness to spend, especially on new technologies. Companies need to recognize that there will not be a wholesale return to a pre-recession shopping mode and will need to adapt to the changed behaviors and patterns to win in today’s changed marketplace. DOWNLOAD REPORT HERE.

Right out of the gate, let's assume that we all agree consumer behavior is in the throes of its biggest shift in history. And the cause is generally attributed to the Internet.  

This paper if focused on humor alone, the mainstay in our bag of emotive tricks. Most brands feature humor in their brand attributes – perhaps as "a twinkle in the eye," a "playful nature," or something similar. But this paper is about humor in the digital age of marketing, its renewed benefits, and how it is impacting social technologies and the way we joke. DOWNLOAD HERE.

In the words of one veteran shopper, “It’s all about me.”

Retailing, the direct sale of goods and services to consumers, is evolving into “me-tailing”—the quest for swift and seamless shopping on demand, coupled with virtually endless new experiences and enabled by technology that gives shoppers an unprecedented choice of products and services that meet a multitude of demands. Available at

Like people, brands make mistakes. But their mistakes are much bigger because they reach millions of people and might destroy the image of the brand leading to a phenomenal fall from grace. This is a paper about brands loosing status, respect, and prestige and how to avoid it. DOWNLOAD REPORT HERE.

Today's consumer is emerging from the recession with a radically new definition of the American Dream and a renewed sense in their own resourcefulness and priorities, according to a just released quantitative study of 1200 consumers and qualitative research with nearly 700, conducted by Ogilvy & Mather Chicago in partnership with
leading consumer insight company Communispace. DOWNLOAD REPORT HERE.

The focus of marketing is often to attract new customers but equal focus must be put on past and present customers, in order to win acceptance of a line extension or understanding why a former customer abandoned your brand. Understanding and keeping a loyal customer is worth more money than a one-time purchase by a consumer that wants to try the new flavor of the month. Energy must therefore be put into understanding this consumer group better. DOWNLOAD REPORT HERE.

In today's world, companies must tend their brands more diligently and painstakingly than ever, according to The Conference Board Council on Corporate Brand Management in a report. DOWNLOAD REPORT HERE.

Let's start with a compelling fact: More than 90% of consumers feel that whether or not a company is green is important to their purchase decision.

In an era of globalization and fluid national borders, advertising that appeals to cultural and ethnic identity has become a vital part of the corporate marketing arsenal. But new research co-developed by Wharton shows how ethnic-oriented marketing can backfire and even turn multicultural consumers against a product or service, as three marketing professors explain in a paper titled, "Bicultural Identity and the Dark Side of Targeting."

Business innovation never ceases to amaze me! Every day I see ads that blow me away when it comes to new ideas and state-of-the-art features and benefits of existing products. The problem, however, with differentiating your brand through product features and benefits is that those are easily copied by competitors. Once it catches on, "poof!" — no longer a differentiator. DOWNLOAD REPORT HERE.

I have a favorite saying and one that stirs my business philosophy as much as my personal actions.

Consumers must know that most supermarkets and retail stores not only have cameras to keep people from stealing merchandise, but monitor their traffic movement through aisles, too.

People tolerate advertising because they get something out of it, period.

There is precedent for the current interest in multiculturalism. John Berry[i] presents a heuristic paradigm in which he considers the degree to which individuals value keeping their original cultural orientation, and the degree to which they find it valuable to maintain a relationship with the second culture. Those individuals who wish to preserve their culture and also relate to the second culture “integrate.” Those who do not value preserving their original culture and value the relationship with the second culture “assimilate.” Those who value their culture and do not care for the second culture tend to “separate.” And, finally, those who do not value either culture become “marginalized.” By Dr. Felipe Korzenny