The Blog

A feedback loop is a mechanism that helps a system self-regulate and adapt by using feedback.  For brands, it begins by receiving its user’s input, interpreting and incorporating that feedback, responding with the desired adjustment, and then repeating the process...

  Commonly known as tone-deafness, amusia is an inability to distinguish differences in musical pitch.  Tone-deafness is also a term that applies to those who can't "read the room".  They are oblivious to speech or behavior that's out of touch within the context of...

“I'll know it when I see it” or “It just felt right.”   When we use a search engine, sometimes we aren’t sure what we are searching for.  But when we do come across it, we know. Whatever the reason, it's definitely not because we’re looking for something fake. ...

  The first official brand in the United States emerged in 1818, and since then nearly 90,000 of them have come and gone.  Today there are 50,000 active brands out of which roughly 5% to 8% will become memorable.  Of those, only a chosen few become iconic. ...

Question-asking is not as simple as it seems.  There’s an art to it.  How they are asked have a significant impact on the accuracy and quality of the answers. The people that inhabit your market have unique and specific perspectives.  Which means your questions...

No one had ever heard of Beck David Hansen.  Now known monomously as "Beck", he a completely unknown music artist playing in small coffee houses.  And yet, somehow his very first recorded song "Loser", strange song with incoherent lyrics played only on an obscure...

n When it comes to brand identify the question isn't "what" a brand is as much as it's "who" a brand is.  Obviously, to be successful. a brand has to function and fill a need or desire in the marketplace.  But that's just table stakes.  It also has to have the...

##A recent survey asked 20 to 60-year-olds what they would choose for best decade to live in.  Two things about these results were particularly striking societal commentaries.  First, across the board all respondents said that how they experienced life went all...

Does whether to use Latinx, Latino, or Hispanic have you walking on eggshells?  You’re not alone. Many people use Hispanic and Latino interchangeably.  Latinx gets a fair amount of attention in college university environments as a monolithic term but is a matter of...

VaHi When I was a kid, my cousins and I used to poke fun at my abuela's use Vicks VapoRub for everything. And when I say everything, I mean everything.  One time a cousin hid her arm inside the sleeve, doused the empty sleeve with ketchup, and ran into the house...