Dr. Sharon LivingstonPANERA CEO ON DEVELOPING A MISSION THAT GOES BEYOND SELLING FOODPanera's CEO has a mission that goes beyond trying to sell more food. "Brands today, every component of their work is about selling more ...
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 LivingstonBRANDS AND CULTURAL ADAPTATIONHow Do Companies like McDonald's Achieve Brand Adaptation? Even in the age of globalization and the Internet, brand adaptation to foreign...
Dr. Sharon LivingstonHOW BRAND LOYALTY IS CHANGINGBrand loyalty used to be something companies could rely on to grow and retain their customer base. It was driven in part by cool commerci...
Dr. Sharon LivingstonTHE FUTURE OF BRAND STORYTELLINGBrand storytelling is more important today than it’s ever been. And yet, effective storytelling and content marketing across channels is ...
Dr. Sharon LivingstonNEW STUDY: MOST PEOPLE DON'T REMEMBER LOGOSIf you look at the logos of the most profitable companies in the world, you may only recognize Apple’s. That’s according to a fascinating...
Dr. Sharon LivingstonORGANIZATIONS ARE BRAND ECOSYSTEMS Who are you and why should I care? Since the 1950s, companies have turned to externally focused branding methods to answer these question...
Dr. Sharon LivingstonHOW TO COPY NIKE's STORYTELLING FOR BETTER BRANDINGThere’s a movement in business today to incorporate storytelling into just about everything -- from marketing campaigns and sales present...
Dr. Sharon LivingstonNEW STUDY: 4 NOTEWORTHY MARKET RESEARCH TRENDSInfiniti Research, a global market intelligence solutions provider, has announced the completion of their most recent study on Four Notew...
Dr. Sharon LivingstonWHY BRAND STORYTELLING IS NOT ABOUT YOUR PRODUCTConsumers are demanding more and more from the content they ingest. They not only want it to be entertaining, emotional, and educational;...
Dr. Sharon LivingstonHOW MUCH DOES COMPANY CULTURE MATTER IN BRANDING?Company culture is a buzz phrase for job candidates and human resources departments — but it's something that marketing departments shoul...
Dr. Sharon LivingstonThe Wings of Imagination - Unleashing Our CreativityWhen we talk about creativity, we tend to misinterpret processes that transform something old into something new as a fanciful flourish t...
Dr. Sharon LivingstonTHE CONSUMER DECISION JOURNEYConsumers are moving outside the marketing funnel by changing the way they research and buy products. Here's how marketers should respond...
Dr. Sharon LivingstonTHE PRINCIPLES OF POST-ADVERTISINGIf brands and advertising have become less useful as tools to both companies and consumers, how can businesses grow? Five factors are cha...
Dr. Sharon LivingstonTHE 10 BIGGEST MARKETING RESEARCH FAILSFollow us through the ten biggest market research failures of the last 100 years. And then call us to make sure you don’t make the same m...
Dr. Sharon LivingstonGOT MILK? HOW THE ICONIC CAMPAIGN CAME TO BE In 1993, a focus group headed by Jon Steel, a partner at the San Francisco-based advertising film Goodby, Silverstein & Partners, asked r...
Dr. Sharon LivingstonTHE STORY OF STEWIE, THE RESEARCH PUPUp until a couple of years ago, anyone who knew me, knew that I had a wonderful little mascot, Stewie the Shih Tzu. What few people also...
Dr. Sharon LivingstonWHY VAMPIRES LIKE TO WEAR SUNGLASSES.I am stuck on TV dramas like Homeland, Billions and the Getty drama, Trust. These are popular, mainstream, respectable series to watch. B...
Dr. Sharon LivingstonBranding and the Use of ArchetypesAt the core of any compelling brand story is an essential brand archetype. Let’s take a step back for a second and talk about archetypes,...
Dr. Sharon LivingstonBranding and the Importance of StoriesIconic brands always have resonating stories that touch the hearts, minds, hopes, dreams and values of their customers. Throughout huma...