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Thinking

The world of social media has led to some pretty amazing interactive campaigns. (See here, here and here for some examples.) But as marketers we know that “the internet” can also tear poorly-judged campaigns to shreds … and they can do so very quickly and VERY publicly. Ironically, the worst campaign can get just as […]

As a marketer, you’re always trying to figure out what makes your target audience tick. Sometimes that’s obvious. Most of the time, it’s not. At MindFire, we believe in the power of research.

Imagine an up and coming marketing rock star were to take over your job tomorrow – what are the things she would do to get a grip on your marketing program and measure the strength of your brand?

Snapchat is different from other social media platforms because the app most accurately allows users to share real life experiences.

"Confirmation bias” results in some very real challenges for marketers – but it also presents an interesting opportunity in how you position your brand with your target audience.

When it comes down to it, all marketing programs are ultimately geared towards people, or consumers, or target audiences…or whatever you want to call them. And in today’s marketing landscape, it pays off to keep that in mind.

Sadly, whether it’s my piano skills or your branding, you can’t just tell people what to think. People are smart. And cynical.

This feature also unlocks a big opportunity to not only understand what consumers are feeling, but why they are feeling it.

There’s a famous quote in the advertising world by John Wanamaker, the first retailer to place a full-page ad: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

If you’ve been around any of us long enough – especially the lovely Amy Behning – you’ve probably heard us say, ”Audiences think in a blink.”

Whether it’s personal or professional, a long list of resolutions can be hard to sustain come February or March (…or maybe even the middle of January?) But a simple little mantra – a guiding light – that’s something we can embrace whole heartedly.

Sometimes it’s difficult to tell the difference between branding and marketing. The terms are increasingly used interchangeably, which only adds to the confusion. Both are important, but for different reasons. So what is the difference between branding and marketing?