In the last decade, an ever-increasing share of the consumer market has been moving online. Although e-commerce sales have yet to eclipse brick-and-mortar retail transactions, the integration of young millennials and Gen X consumers into the market has pushed the trend further into the digital world. While many core marketing principles still remain the same in the […]
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Saying that a company’s staff is the best ambassador to its brand has become incontestable. After all, who knows more about a business’ product, service, or culture than someone who works there? Consumers usually see the way an employee portrays a company as more credible than advertising or other marketing efforts. However, the company and
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In my book, Desire by Design, I cover in great length the power of fans in driving desire for brands. What I have learned over the many years of helping brands remain relevant is the fact that for any brand, whether it’s toothpaste or a new high-end car, having brand ambassadors promoting your product is
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