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.
What is Brand Storytelling? Find Out More...
Understanding Product Placement
Product placement puts a brand’s product inside a movie, show, or game instead of around it. Here’s how it works, when it pays off, and what marketers weigh before using it.
Understanding Product Placement Find Out More...
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.
What is the Role of a Logo? Find Out More...
What are Slotting Allowances?
Slotting allowances, also known as slotting fees, are fees paid by manufacturers to retailers as a kind of compensation for the shelf space allocated to their products.
What are Slotting Allowances? Find Out More...
What is Push Money?
Push money is a direct payment from a manufacturer to retail sales staff to encourage them to recommend a specific product over competitors.
What is Push Money? Find Out More...
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.
The Roles of Product Packaging Find Out More...
What is Out-of-Home Advertising?
Out-of-home advertising covers billboards, transit ads, and every screen or poster we pass in public. Here’s how it works, and what marketers weigh before buying it.
What is Out-of-Home Advertising? Find Out More...
What is Noise in Marketing Communications?
Noise is anything that distorts or blocks a marketing message on its way to the audience. Here’s what the different types mean for campaign planning.
What is Noise in Marketing Communications? Find Out More...
Why Do Brands Give Away Free Samples?
Free samples remove the risk of trying something new and tap into reciprocity, and research shows their sales lift can outlast a typical display promotion.
Why Do Brands Give Away Free Samples? Find Out More...
Do Brands Use Discounting
Explore why brands discount products so often, the psychology and margin math behind markdowns, and the risks of training customers to wait for a sale.
Do Brands Use Discounting Find Out More...