Dr. Sharon LivingstonQualitative Research During COVID-19 and BeyondBob Lederer of RFL communications invited me to talk about conducting qualitative research during this chaotic time. As everyone knows, w...
Dr. Sharon Livingston14 Ways To Keep Your Team's Spirits Up During The Colder MonthsAfter the excitement of the start of the season fades away, winter can feel near endless. Even if you don’t live somewhere with snow and ...
Dr. Sharon LivingstonHOW TO IDENTIFY YOUR BRAND STORYA brand story is made up of all that you are and all that you do. From the company’s history, mission, inspiration, goals, products, serv...
Dr. Sharon Livingston16 Ways To Handle A Client Who Has Unrealistic ExpectationsFrom Forbes Business Council 13. Prioritize The Project Tasks – Dr Sharon Livingston The client talks about the tasks and goals that are...
Dr. Sharon LivingstonEmotions vs. Emotional Benefits - Part IIIIf you were to read the benefit statements in Part II of this series (e.g. "I am a sexy person because I drive an aerodynamic car") to a ...
Dr. Sharon LivingstonEmotions vs. Emotional Benefits - Part IIA vital brand has a "relationship" with loyal users not unlike a healthy relationship between two people. People maintain ongoing affilia...
Dr. Sharon LivingstonEmotions vs. Emotional End Benefits – Part IWe hope all of our clients recognize that people buy benefits rather than features. For example, -Time release products are purchased bec...
Dr. Sharon LivingstonBetter Customer Insight in Real TimeFew marketing challenges are tougher than identifying and influencing what drives customers’ attitudes and behavior. Traditionally, execu...
Dr. Sharon LivingstonSecrets to TV Ad Casting: Part 2“Your Customers Make the Best Casting Consultants” Believability: In the last post, we talked about the importance of Likability in casti...
Dr. Sharon LivingstonSecrets to TV Ad Casting: Part 1“Your Customers Make the Best Casting Consultants” Research has shown that the most convincing protagonists in ads not only deliver the ...
Dr. Sharon LivingstonEmotional Marketing MistakesIf you want to know which emotional end benefits are most meaningful to the consumer’s connection to your brand, the last thing you want ...
Dr. Sharon LivingstonThe Power of Emotional MarketingPeople get very confused by the term Emotional Marketing and I’m here right now to clear it up. This is an often-used definition that is ...
Dr. Sharon LivingstonSnow White Theory of Group DynamicsPeople often ask me about the techniques I use and teach to Moderators and Coaches. How did I learn them myself and how did I come up wit...
Dr. Sharon LivingstonTHE PILLARS OF SUCCESSFUL BRANDING: Pillar 8 – Why New Coke Failed: A Classic Research MistakeAs I was thinking about the importance of asking the right questions in brand research, a post on the historical New Coke marketing fiasc...
Dr. Sharon LivingstonTHE 7 PILLARS OF SUCCESSFUL BRANDING: Pillar #7 How to Identify Your Brand Essence How to Identify Your Brand Essence Think of your Brands Essence as the heart and soul of your product or service. Your Brand Essence is t...
Dr. Sharon LivingstonTHE 7 PILLARS OF SUCCESSFUL BRANDING: Pillar #6 How Do You Compare to Competition?Do your homework to make sure your branding efforts are successful. How do you stack up against your competitors?. What makes you stand o...
Dr. Sharon LivingstonTHE 7 PILLARS OF SUCCESSFUL BRANDING: Pillar #5 How Do You/Your Brand Serve All Your Stakeholders?Not just your customers, not just your employer, but all those you interact with on a regular basis. If you have a business, most importa...
Dr. Sharon LivingstonTHE 7 PILLARS OF SUCCESSFUL BRANDING: Pillar #4 Create a Profile of Your Ideal CustomerOne of the demons I face in helping people figure out their Personal Brand and marketing is the belief that they have to serve EVERYONE. ...
Dr. Sharon LivingstonTHE 7 PILLARS OF SUCCESSFUL BRANDING: Pillar #3 Who Do You Serve? What many brands and services suffer from is a seemingly benign form of narcissism which can actually cause the demise of your product or...
Dr. Sharon LivingstonTHE 7 PILLARS OF SUCCESSFUL BRANDING: Pillar #2 Telling Your StoryPeople, businesses and corporations need compelling stories. Why? Because in today’s world there are so many people and companies competi...
