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The McDonalds sign in Times Square (Source: Wikimedia Commons)

Mapping Brand Strategy: Balancing Centrality Vs Distinctiveness

Idea posted: August 2015
  • Strategy
  • Marketing

A new tool, based on scoring brands on their centrality (i.e. the brand of record) and distinctiveness (i.e. the brand that stands out from the crowd) can help marketers and strategists determine the best paths for growth and profitability. 

Idea #540
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William Glackens, The Shoppers, 1907-1908, Chrysler Museum of Art, Norfolk, Virginia

How Price Expectations Drive Customer Purchasing Decisions

Idea posted: November 2014
  • Marketing

Customers have price expectations in their minds before entering a store, as well as expectations of prices in other stores. How customers update their expectations once they see the actual prices can help businesses better manage their promotions and sales for maximum effect. 

Idea #463
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Markdown Vs Everyday-Low-Prices: The Impact of Regret and Availability Misperceptions

Idea posted: October 2014
  • Strategy
  • Learning & Behaviour
  • Marketing

The behavioural motives of consumers — such as regret over buying too soon or too late and misperceptions about the product’s future availability — should be considered as companies develop their optimal pricing and inventory strategies.

Idea #453
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Business people negotiating

Precise First Offers in Negotiations Vs Rounding

Idea posted: June 2013
  • Marketing
  • Operations

Negotiators will typically use round numbers in their first offers. Research from Columbia Business School shows, however, that beginning with precise rather than rounded numbers gives negotiators, whether buyers or sellers, an edge.

Idea #153
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