We all have great appreciation for things made with the authenticity and craftsmanship of a true master. Consumers value products made by people who care and who take the time to get it right. Through artisanship a company or brand can deliver an original and special experience consumers are willing to pay for — I [...]

“For 120 years, Carhartt has manufactured premium workwear known for exceptional durability, comfort, quality of construction, and fit that you can feel in the fabrics and see in the performance.” (Carhartt website). In America, Carhartt is known for for providing hard working clothes for hard working people such as farmers, ranchers and outdoor enthusiasts. Now, in [...]

With the over-proliferation of new products and brands in the marketplace, layering a functional benefit with an emotional benefit can give you a leg up on the competition. While consumers are looking for more than just functional benefits, the product promise still needs to be believable. Additional emotional benefits help consumers decide which products to [...]

As consumers become more curious and confident, they look to brands that can connect them to everything the world has to offer. Witness the sushi sections of neighborhood supermarkets, days spas with exotic therapeutic treatments, Brazilian steakhouses that have people lining up by the dozens and now local creperies popping up in your neighborhood. Inspired [...]

In our over-stimulated society, it takes a lot for a brand to break through. So how do you compete with private label?

Creating an emotional connection with your consumer can be an effective method for drawing consumers into your brand. Febreze Air Effects transports the consumer to a new place through the evocative naming of their [...]

In today’s fast-paced, highly networked world, the concept of “limited” can give you an edge.
Creating limited availability, location specific and not for everybody products gives your brand the opportunity to stay in front of consumers and capture their attention in new and novel ways. There is great business potential in positioning your brand at [...]

How many people just cannot give up their ice cream for frozen yogurt? I mean, ice-cream offers more flavors and more customizability with companies like Cold Stone Creamery and Ben and Jerry’s right?

Wrong!

Yogurtland is now making yogurt more exciting for consumers. Consumers embrace the opportunity to express themselves through the brands they associate with [...]

The ability to give your consumer choice and status, even if for a short time, is a sure win. Companies and websites like Rent to Roll and Bag Borrow or Steal give consumers a chance to have the status or badge appeal that they crave. Rent to Roll offers consumers the ability to rent custom, high [...]

If you want your brand to stand out in the consumer’s mind, stake your reputation on one element, one ingredient or one compound and then tie it to a highly coveted benefit. In a world where specialization and focus can often be the driver to success, own an element and you can be on [...]

I love the way those folks look on the show Mad Men, they’re
always so put together, I wish I could have that put together
look but I wouldn’t know where to start.

A casual walk down the Magnificent Mile, past Banana Republic. reveals one of the most common exops, Designed By, that we saw [...]