BrainTrust Query: How Can Companies Go From Fractured Insights to Holistic Understanding?
In larger companies, specialized insight functions may differ based on the necessity of satisfying the decision-making needs of different stakeholders. But prob...
BrainTrust Query: Marketing Simplification
Marketing organizations should embrace simplification as a pervasive strategy for competitive advantage. Consider the success of firms that are in the simplific...
BrainTrust Query: Six 2013 New Year’s Resolutions for Marketing and Insights
This is the year to take action rather than talking about it. This is the year marketing teams need to move from empty narrative to data. This is the year we tu...
BrainTrust Query: Three Universal Truths to Creating Strong Business Relationships
There are three recurring drivers of creating successful relationships with colleagues who are either co-workers or clients that universally apply to both exter...
BrainTrust Query: Marketers Need to Start Thinking of Their Brands As Media
In the old days there was only one kind of audience — the ones that media created. These audiences are still significant, but now there is a new type of audie...
BrainTrust Query: The Fallacies Behind Showrooming Hysteria
Book authors, trade journal reporters, consulting firms, and influential bloggers can fill marketing teams' heads with some really bad ideas. Pundits' predictio...
BrainTrust Query: How Loyal Are Your Loyal Buyers, Really?
Studies show that the brand bought most often by a given shopper is still only bought about two-thirds of the time. Worse, these loyal customers aren't automati...
BrainTrust Query: The Surprising Math of Advertising Waste
How much wasted advertising can a marketer afford and still have a successful campaign? It turns out that, for a campaign to pay out, less than one percent of i...
BrainTrust Query: Marketing Must Build Both Halves of the Sales Equation
It has been shown that fans on Facebook were already eight times more likely to be visiting a brand website before "liking the brand." What are the best ways t...
BrainTrust Query: Surprising New Study on Facebook Marketing Effectiveness for Brands
RetailWire BrainTrust panelist Joel Rubinson recently partnered with Compete, Inc. on what is believed to be the first study that precisely measures the effect ...
BrainTrust Query: Raising Iconic CPG Brands to Social Relevancy
Remember when retail coffee brands ruled the roost? The best part of waking up is Folgers in your cup. The world cups of Maxwell House. The iconic El Exigente f...
BrainTrust Query: Reinventing Innovation Processes is About Behavior
With 80 percent of new products failing and with most of the breakthroughs actually being line extensions, the CPG approach to innovation is broken and must be ...
BrainTrust Query: Ideas for Building Loyalty in Spite of System Beaters
Marketers are training us to become system beaters, or those shoppers who time their purchases to when their favorite brand is on sale or just load up on anothe...
BrainTrust Query: How Tablets Could Revolutionize the Shopper Path to Purchase
As when any technology becomes adopted, the prices for tablets should drop and the penetration of tablets will increase. With that come new usage patterns. How ...
BrainTrust Query: How to Increase Marketing ROI in the Digital Age
If an advertiser could, they would drop impressions selectively for each consumer closer to the next purchase than the last one. Now, in the digital age, they c...
BrainTrust Query: Facts or Gut Instincts? What Makes for Better Marketing Decision-Making?
Two of the hats in Edward de Bono's book, Six Thinking Hats, are: Information: (White) - considering purely what information is available, what are the facts? E...
BrainTrust Query: Rise Of The Planet Of The Apps
Four years from now, it is likely that globally there will be close to two billion (yes, billion) smart mobile devices, outselling computers, according to Yanke...
BrainTrust Query: What is Missing from Moments of Truth Marketing
First, Procter started talking about the first moment of truth (FMOT). Since 2010, Google has started a campaign around ZMOT, the zero moment of truth. Joel Rub...
BrainTrust Query: Mobile Marketing – Separating Trend From Fad
While mobile life is a trend, the device technologies and software have been fads so far. How about mobile as a marketing platform? BrainTrust panelist Joel Rub...
BrainTrust Query: Breaking the Concept Testing Habit
Much of consumer and shopping behavior is based on habits and rituals. But with most concept testing and choice experiments we throw all of that insight about h...