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Why Anthropomorphism Works In Marketing

Idea posted: November 2015
  • Marketing

Talking geckos and other anthropomorphic “spokes-characters,” are ubiquitous in advertisements. Various studies reveal some of the psychological reasons explaining why and how anthropomorphic marketing works — as well as some of the potential risks.

Idea #564
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EU Energy Label

Why Differentiating Rating Scale Labelling is Important

Idea posted: August 2014
  • Marketing

Rating scales, such as those used in online review platforms or stores (for example, Amazon or Tripadvisor) or by government rating agencies (such as agencies rating energy savings), allow consumers to evaluate the performance of products or services. However, new research shows that when the scale levels of the rating scale are not distinguished visually (e.g. by colour) or linguistically (e.g. using the linguistically different A, B, C, D rather than A, A+, A++, A+++), consumers are more likely to ignore them — and this can hurt the sales. 

Idea #431
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Three Product Innovation Strategies for Emerging Markets and How to Choose

Idea posted: August 2014
  • Innovation & Entrepreneurship
  • Marketing

Emerging markets such as India or China represent lucrative new markets but also present a set of challenges, including lower income customers, poor infrastructure and poor service availability. There are three fundamentally different types of product and service innovation that can serve these markets: cost, frugal and good-enough innovation. Understanding the differences can help companies choose the right emerging market product innovation strategy for them.

Idea #430
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Naremon Thepchai Theatre production of Arthur Miller's 'Death of a Salesman', 1971(Source: Wikimedia Commons)|

Do Your Managers’ Responses to Market Results Damage Profits?

Idea posted: August 2014
  • Strategy
  • Leadership & Change
  • Marketing
  • Operations

Self-serving biases can lead managers to make less than optimal decisions when faced with poor results. This can hurt profits as their biases lead to the wrong quality and price responses to market results. However, forward looking executives can take steps to pre-emptively counter those biases when they make their initial price and quality improvement decisions.

Idea #423
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Oilholics Anonymous Club. Allegory of the oil corruption

Reflective Leadership to Counter Corruption in Emerging Markets

Idea posted: January 2014
  • CSR & Governance
  • Leadership & Change
  • Marketing
  • Operations

Corruption remains a major obstacle to doing business in rapidly developing countries such as China, India, Brazil, Indonesia and Russia. It destroys value, distorts markets and encourages executives to work in their own rather than shareholders’ and stakeholders’ interests. Solving the problem depends on a new approach from companies: ‘reflective leadership’.

Idea #307
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Using Adaptive Decision-Making in Customer Management

Idea posted: October 2013
  • Learning & Behaviour
  • Marketing

How do managers make decisions related to customer relationship management? This Idea looks at research that shows that the majority of managers are adaptive in their decision-making, and those that demonstrate the highest accuracy in their decisions also employ “fast and frugal heuristics” – i.e. rather than using careful analysis of information, they use experience-based techniques for problem solving.

Idea #241
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Enthusiastic employees

Turning Employees into Brand Champions: Leadership Style Makes a Difference

Idea posted: January 2013
  • CSR & Governance
  • Leadership & Change
  • Marketing

It is crucial for managers to develop brand-building behaviours on the part of employees. The leadership style they adopt to do so will affect how well this is done. This Idea suggests that a high level of transformational leadership, combined with a moderate level of transactional leadership will be most effective in maximizing employees’ internal motivation to engage in brand-building behaviour.

Idea #035
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Communicating Multiple Roles through Social Media

Idea posted: January 2013
  • Innovation & Entrepreneurship
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

Communications executives are surely the experts on using social media to create value in large organizations. This Idea shares the results of a large survey on social media use in the communication profession, specifically looking at the increasingly common practice of executives using multiple social media profiles or personas to achieve diverse goals.

Idea #070
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