Have you ever watched a vintage 1950s television commercial from a well-known brand? Outside of the obvious technological limitations, the way the marketing message was conveyed probably feels simple or even patronizing. Part of the reason it feels this way is that our collective standards for evocative and powerful marketing messages have evolved significantly in the past sixty years.
Pet owners are holding pet food and treat manufacturers to a higher standard these days when it comes to their pets’ food packaging.
By better understanding customer journeys, ecommerce companies can transform site visitors into customers who are open to sharing and promoting their experiences with others.
As ecommerce jumps years ahead thanks to the shove out of the airplane we call COVID-19, specialty retail looks for the emergency chute. To quote contributing author and retail expert Greg Petro, “retail is not dead, it is evolving.” Evolving indeed.
In this second installment of a two-part blog series on pet food nutrition, Trone explores the multi-channel nature of pet owners who are researching their pets’ food.
Ecommerce has changed the packaging paradigm. Traditional packaging is designed for shelf impression, logically. When stocked directly next to similar products competing for the same consumers, well-designed packages will emphasize the benefits that differentiate them from competition.
Since our earlier blog post about the telecom industry, Trone has taken another look at our Spring 2017 national survey of 980 home internet subscribers to uncover additional insights and ways for smaller, regional internet providers to more efficiently differentiate their marketing efforts from those of larger, national telecom companies.
Branding and user experience (UX) are often considered two separate disciplines that only coordinate occasionally—say when redesigning a website. However, at its core, UX is about understanding users and then designing helpful products that encourage positive experiences.
Brand accountability. Company transparency. Ethical business practices. Social awareness. As companies continue to hone which messages resonate with millennial consumers, or more importantly, which ones backfire, these trends are no longer what make companies stand out. They’re baseline requirements.
Getting to the heart of a brand story is rarely simple and is almost always an emotional process. A brand archetype informs not only the brand story, but also the brand behavior, marketing message tone and customer experience.