Sponsorships in Marketing
Sponsorships refer to the process of a company supporting an event, organization, or individual, by providing funds, products, or resources.
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Country-of-Origin Effects in Marketing
The Country-of-Origin Effect is where the customer attitude’s towards a product is shaped by the geographical origin of the brand or product.
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Why is User-Generated Content Important in Marketing?
Unlike traditional marketing where brands solely control the messaging, user-generated content allows consumers to take the spotlight and share their authentic experiences.
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Social Proof in Marketing
Social proof is where people look to others for guidance on how to behave or make decisions. In marketing, it refers to the practice of leveraging positive feedback, endorsements, and testimonials.
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The Role of Product Labeling
Product labels identify, inform, persuade, and keep a company compliant, all at once. Here’s how labeling works as both a legal requirement and a marketing tool.
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What is Brand Storytelling?
Brand storytelling uses narrative, not just features, to connect with customers. Here’s how it works, with a practical example of building a brand story from scratch.
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What is the Role of a Logo?
A logo is more than a shape or wordmark. Here’s what a logo actually does for a brand, why logo changes are so risky, and what marketers need to think about.
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The Roles of Product Packaging
Packaging does far more in marketing than hold a product together. It protects, informs, differentiates, and often makes the sale on its own at the shelf.
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What is Co-Branding?
Co-branding puts two separate brands on one product or campaign. We work through why companies do it, the main types, and the risks, using Taco Bell, Doritos, and GoPro as examples.
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What is Product Differentiation?
Product differentiation is what gives customers a real reason to pick one product over another. We work through the types of differentiation, using Dyson, Apple, Tesla, and Domino’s as examples.
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