Niche branding. It’s about building a relationship between your brand and a community. But what drives that connection? One growing force is micro-influencers: “relatively ordinary, down-to-Earth people” whose tweets may be worth more than celebrity endorsements. This...
Producers are no longer in charge. User-Innovators are taking the lead and modifying products to fit their needs, filling in gaps that producers couldn’t see.This MIT Sloan article looks at what companies can learn from niche user-innovator communities, and how they...
The Journal of Consumer Research is publishing a new study that, amongst other findings, ties political ideology with our attitudes as consumers. There are some interesting insights here for national brands navigating our Red and Blue...
Although a bit apocalyptic, this WIRED article on the impact of utopian tech campuses like the ones built by Apple, Facdebook and Google, is an interesting read. The author claims that self contained, all-inclusive mini city type campuses where employees get...
It is hard to deny the lack of trust in government, media and institutions. In a must watch TED talk, Rachel Botsman explored how is it possible that we are willing to go on a car with a perfect stranger but mistrust a bank executive. In a more recent conversation...
We are starting to see how brands take a stance. That was unthinkable just a couple months ago. Brands would rarely risk alienating some of their potential customers. There is no way around it. People want to know what are the values of the companies they do business...
