opento blogging



Book Review: Neuromarketing Essentials: what every marketer needs to know

Book Review: Neuromarketing Essentials: what every marketer needs to know

This book by Peter Steidl is a superb, short introduction for all marketers interested in Neuromarketing. (July 18, 2016)

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Neuromarketing and the future of advertising

This is a republication of an article we enjoyed by Leslie Hallam. It's well-written and provocative and picks up some interesting ideas around advertising, neuromarketing and dreams. Enjoy it! (April 24, 2015)

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Book Review: Customer Experience with 3 Michelin Stars

Book Review: Customer Experience with 3 Michelin Stars

Sometimes the best marketing lessons come from unexpected sources. Reading “The Diego Masciaga Way” by Chris Parker, I found some great insights into how a premium brand is brought to life in an integrated customer experience. (January 06, 2015)

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Brand purpose

Brand purpose

Is brand purpose just another piece of marketing jargon or should we take it seriously? (August 07, 2014)

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Brand language in the online world

Brand language in the online world

Continuing our series on linking human psychology to data analytics, we explore how brands can use language to trigger consumer emotions in a digital world. (July 26, 2014)

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How to segment a market psychologically

How to segment a market psychologically

Continuing our series on linking human psychology to Big Data analytics, we explore how psychological motivations can help us understand market segmentation. (June 19, 2014)

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Reframing brands and categories

Reframing brands and categories

Continuing our series on linking psychology to data analytics, we explore how brands can reframe the meaning of categories by creating new stories. (May 26, 2014)

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How do brands become market leaders?

How do brands become market leaders?

Continuing our series on linking human psychology to Big Data analytics, we explore how category-leading brands connect with customer psychology. (May 19, 2014)

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Unlocking Brand Meaning from Big Data

Unlocking Brand Meaning from Big Data

The promise of Big Data will remain just that until we approach it with ideas rooted in human psychology. Recently, we took an extensive data set on 24,000 consumers and 790 brands across 13 markets and added 1 psychological model to explore brand meaning. This post describes what we did and how. (March 29, 2014)

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Book Review: Neuromarketing for Dummies

Book Review: Neuromarketing for Dummies

We've been enjoying this book by Stephen Genco, Andrew Pohlmann and Peter Steidl and highly recommend it to anyone interesting in the power of brands. (March 01, 2014)

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Five steps to a winning brand personality

Five steps to a winning brand personality

Brand personality is important. Here's how to define it, bring it to life for your customers and help protect your brand from competitors. (February 04, 2014)

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A seasonal look at fragrances

A seasonal look at fragrances

Fragrances are big business at this time of year. But some brands are more powerful and iconic than others. We've been looking at why that is using Marquetypes analysis. (December 24, 2013)

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Career Branding for the next Steve Jobs

Career Branding for the next Steve Jobs

Somewhere out there is a young entrepreneur who will one day be ‘the new Steve Jobs’. Is she one of your colleagues? Is he one of your friends or a member of your family? Is it you? Whoever it is, help them out with this good advice on career branding. (November 22, 2013)

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How to build a strong social media brand - fast!

How to build a strong social media brand - fast!

Establishing a service brand can be tougher than product branding, more so when building your brand online. Yet, we've found a brand that's almost an overnight success: MarketingChap. What lessons can be learned from MarketingChap about building an online brand fast? (November 18, 2013)

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How to drive sales AND build your brand

How to drive sales AND build your brand

Attention-grabbing marketing activity gets headlines and might drive short-term sales but some marketing actions also help build your brand and others don't. How to tell the difference? (October 08, 2013)

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What is brand personality?

What is brand personality?

Sir Richard Branson is right: personality is critical to success - for brands as well as people. Don't leave it to chance! (October 02, 2013)

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Step up from Archetypes to Marquetypes™

Step up from Archetypes to Marquetypes™

We've just launched our new Brand Positioning - starter kit. opento members are already using it - why not join them? (September 13, 2013)

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It's a brand hexagon!

It's a brand hexagon!

A quick note on how our new product development is progressing. The hexagon lives on! (September 13, 2013)

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Branding - not blanding: The Jester

Branding - not blanding: The Jester

In archetypal branding we often think of The Jester as bringing joy, fun and relaxed pleasure. Think again: every archetype has its 'dark' side. (August 23, 2013)

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It's a hexagon!

It's a hexagon!

A quick note on how our new product development is progressing. (August 20, 2013)

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Lover Brands and Love Triangles

Lover Brands and Love Triangles

By exploring the psychology of love in depth, we can find inspiration on how to build strong archetypal Lover brands. (August 19, 2013)

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The Sage and his ice cream maker

The Sage and his ice cream maker

The Sage archetype is a powerful focus for brand positioning. But guard against the risks of being a Sage - by learning from brands that do it well. We analyzed the brand extensions of Heston Blumenthal, internationally-acclaimed chef, to give you inspiration and direction. (June 10, 2013)

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Meaningful Brands

Meaningful Brands

Brand meaning is a hot topic right now. What is a ‘meaningful brand’, why is it important and how can you take it into account when building your own brand and business? (July 14, 2013)

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Brand positioning is a business question

Brand positioning is a business question

Discovering the right brand positioning for your brand requires a good understanding of the customer, the competitive market and all aspects of your own brand. The final choice has implications for your whole business, not just your marketing team. In the third and final of this week's posts on brand positioning, we look at how to make that choice. (July 19, 2013)

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The three building blocks of brand positioning

The three building blocks of brand positioning

To discover the most powerful positioning area for your brand, you need to consider your customer, the competitive market and your own brand. In the second of 3 posts this week, we look at how to define these three building blocks of your brand positioning. (July 17, 2013)

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What is Brand Positioning?

What is Brand Positioning?

A brand is not just a promise – brands need to deliver. Knowing how a brand really works is the key to brand positioning. In the first of 3 posts on brand positioning this week, we look at how a brand really works. (July 15, 2013)

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A brand is not a person

A brand is not a person

Brand Archetypes are a powerful way to start thinking about how to position your brand. But don’t oversimplify archetypes and brand positioning: it’s not just about characters and personalities. (April 15, 2013)

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Brand-Centered Businesses

Brand-Centered Businesses

Brand-centered businesses significantly outperform their competitors, with almost double their profit margins yet start-ups often lack a brand focus, thinking that 'brand' is an add-on for later. In fact it should be the starting point of business model thinking. (April 14, 2013)

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Beauty and the Brand: Kokopelli's

Beauty and the Brand: Kokopelli's

A Creator's focus on aesthetics and desirability is perfect for chocolate products. What else makes a great Creator brand? (April 22, 2013)

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open to learning: Four ways digital works to build brands and relationships

David Aaker provides a good overview of the different roles that digital can play in building brands. (August 06, 2016)

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open to learning: Linking brand to business financials

Joanna Seddon of OgilvyRED gives a clear overview of why brand valuation matters to marketers and how to approach it. (September 21, 2015)

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open to learning: Uncovering customer insights

Gaynor Strachan Chun, M.A. Greenstein and Sarah Kornfeld have written a powerful call to action on taking a whole brain approach to uncovering customer insights. (December 06, 2015)

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open to learning: Brand credibility measurement

Bill Haig argues for brand credibility measurement in his comprehensive paper. (October 06, 2015)

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open to learning: How to run a global marketing campaign that meets local needs

Kevin Freedman's practice paper on how to make global marketing work contains lots of practical, solid advice. If you work on a global brand, do read his paper for expert guidance. (June 06, 2015)

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open to ideas: Time to forget everything we learned in the past about branding?

Micael Dahlen and John Karsberg have come up with a genuinely new and fascinating idea about consumers' expectations of future brand behaviours. (September 18, 2016)

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open to ideas: A sensory approach to brand confusion

Jean-Charles Chebat and colleagues have explored the idea of brand confusion with a smart piece of research. (September 21, 2016)

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