Category Archives: Marketing

December 9, 2010

My Oatmeal, Myself

Brand attachment is not about the brand It’s obvious enough that people can develop strong bonds with brands. But a recent USC Marshall School of Business study revealed the real power of “brand attachment.” It found that when people are deprived of their brands, they can actually suffer separation anxiety and will sacrifice quite a bit—in [...]
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November 18, 2010

Trouble on the Front Line of Authenticity

Trust in peer networks takes a nosedive Let’s assume your business is overflowing with 100-percent genuine authenticity. As it should be. Now, what’s the best way to broadcast and cultivate that authenticity? Social networking, right? Not so fast: already, the credibility of social networks among consumers isn’t what it used to be.
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October 25, 2010

Authenticity? Just do it.

Hiding behind hollow messaging is just another attempt at control In my last post, I wondered whether Gap’s terrible new logo was not a misstep but rather a brilliantly fabricated authenticity moment: it allowed the company to appear responsive to its customers by quickly reverting to its iconic blue box (btw, neuroscience may help explain why [...]
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October 22, 2010

Neuroscience Minds the Gap

NewScientist has a wonderful article that reflects on the failed Gap logo from a neuroscience perspective. Check it out.
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