Consistent Brand Values are Irreplaceable

There is an opportunity cost to avoiding controversy in marketing. The fear of repercussions from an off-color social post might cause many brands to retreat from the public eye altogether. And who would blame them? But, this is a mistake equal in gravity to making the stupid post in the first place. That’s because the […]

Does social cause power your brand?

[As seen in Surfing the Black Wave: Brand Leadership in a Digital Age, available now.] As technology replaces personal service, commoditized industries such as banking are seeking a new differentiator. In one study, we explored value drivers that could have the propensity to create a preference besides rates and fees. In our study of the general […]