Food and Drink
Powerful Digital Marketing Trends Driving Consumer Behavior in 2022
With the massive growth in digital media over the last few years consumers have evolved in how and where they get their media. The pandemic may have accelerated this “experience” shift but it’s essential marketers understand this and are nimble and flexible in how they approach reaching consumers.
Read MoreTalking to People
Why Human-Centered Marketing and Branding Connects.There’s a new way to view marketing and branding. It’s not just about products and cool tech solutions but communicating and connecting with individuals…
Read MoreDon’t Monkey Around with Brand Perceptions
Walmart Pulls Coconut Milk Amid Monkey Labor Allegations. Chained monkeys were trained to quickly climb palms and pick the coconuts for Thai coconut milk brands. Although they were rewarded with food for their labor, animal rights organizations got involved and have been calling this “monkey slave labor”. In 2019, PETA investigators in Asia surfaced several…
Read MoreStrategic Ambiguity
Sometimes An Intentional Lack of Clarity Is Exactly What a Brand Needs. From Coca-Cola to Dunkin Donuts to the global consulting firm Prophet, many companies from consumer-level to B2B are becoming, well, less specific about what they actually sell or do. Coca-Cola Company has far more of its sales in the myriad of beverage brands…
Read MoreMcDonald’s Wants to Know You, The importance of Customer Engagement, and Netflix Falls Off a Cliff
Fries, a Shake, and a Big Mac. You may think when you order at a McDonald’s they know all about you. Not really, but boy, do they care. With the challenges of the pandemic, supply chain shortages and price increases, keeping customers engaged and coming back became a challenge. Many retailers, and now McDonald’s, have…
Read MoreDisruption – Knowledge, Flexibility, and Revolutionaries
The Unexpected Challenge. The ability to shift, change and adapt is an essential part of what organizations need to do to survive and manage change in today’s world. Understanding this must be part of marketing and business operations. If your customers are not paying attention or they’ve totally changed, you need to know this. Disruption…
Read MoreFirst Impressions and Why They Matter
Grow Your Customer Base On A Foundation Of First Impressions. In the overwhelming volume of digital content thrown at us in 2022, attracting and securing consumers’ attention is a bit like finding a safe path in the middle of a thunderstorm — connecting with a critical message that matters to strangers despite the noise and…
Read MoreThrowing Marshmallows in a Dark Closet
Why Much of Marketing is Noise. Understanding who your customers are, what their motivations are, and connecting with them is absolutely essential in the sales journey. Whether B2C or B2B engagements the same methodology applies. When customers are offered what they need when they need it, it’s a perfect match. However, for the most part…
Read MoreCrypto QR Code, Uber’s Customer Journey, Millennials and Craft Beer
Why Not Try a Super Bowl QR Code Ad? A $7 million price tag for a 30-second Super Bowl ad may have been worth every penny for Coinbase, a cryptocurrency exchange app. With roughly 100 million viewers it’s worth throwing some serious money at an ad if it can get measurable results. So why not…
Read MoreThe Customer Journey, Building Connections That Stick
Building Brand Value is About Creating Relevance Over Time. At Radiant we focus on what is at the core or essence of a brand, a company, an organization. Diving into this essence and doing a competitive analysis is essential since your audience or customers are hearing a cacophony of voices, offers, and representations of value. How…
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