marco maserati

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How to Build Brand Religion

On Thursday at 11 a.m., the Supreme store in Soho debuts a new sneaker design, and people wait around the block to be the first to purchase it. Roughly a mile away in Madison Square Park, a line snakes past manicured lawns as people wait an hour in line to buy a Shake Shack cheeseburger. Further …

Great Brands Never Have to “Give Back”

A recent headline, “JCPenney Releases 2013 Sustainability Report,” reads like the punch line to a bad joke. Apparently the struggling department store company, which is closing 33 underperforming stores and incurred a net loss of nearly $500 million in its last reported quarter, felt it was …

Comfortable Music Makes You Dream of Comfort

Research participants who browsed tourist accommodations online were <b>16 times more likely</b> to prefer a hotel room if they were listening to jazz rather than to West African djembe drumming; those who had heard the drums were more likely to choose campsites or youth hostels, according to research …

The Eight Phases of Brand Love

“I really think of Diet Coke as my boyfriend.”<p>A wave of laughter hit the focus group observation room that was so loud that I’m sure the respondents could hear us on the other side of the 2-way mirror. Did that woman really say she thought that Diet Coke was like her boyfriend?<p>Commitment, intimacy, …

Customers Are Willing to Pay More When They’re Warm

Shoppers on a popular web portal were about <b>46% more likely</b> to go to a “To Purchase” page when the daily temperature averaged 25 degrees Celsius (77 Fahrenheit) than when it averaged 20 degrees (68F), say Yonat Zwebner of The Hebrew University of Jerusalem, Leonard Lee of Columbia, and Jacob …

Brands Aren’t Dead, But Traditional Branding Tools Are Dying

Back in the days when the internet was young, many believed that as it grew brands would become a thing of the past. Leading information economy thinkers propagated this view, including Carl Shapiro and Hal R. Varian, who published the highly influential book, <i>Information Rules,</i> in 1999 (Varian is …

How Not To Waste Corporate Talent

Are you burdening talented employees with trivial activities?<p>You may be, and not even know it.<p>Talented employees end up spending 41% of their time on discretionary activities (desk-based and “managing across”), according to a recent study published in Harvard Business Review. Most notably, …

3 Qualities You Need To Make Money In Entrepreneurship

Many people go their entire professional career working for someone else because they can’t get the “start-up” capital needed for their business venture.<p>Ironically, in most cases upfront cash flow is only a luxury, not a necessity. As a matter of fact, most entrepreneurs fail because they have too …

Tips for Energizing Your Exhausted Employees

Even though the people in your unit are overstretched, scarred by the budget ax, and sick to death of change, you’re about to present them with a wrenching new challenge.<p>It’s your job to get them excited about it. What’s your plan?<p>I have a story about just such a situation, and, oddly enough, a …

Garb: Sketch Artist

Draw, doodle, or record your days - no matter what way you move the pencil, you'll be doing it in style.<p>TOMS Canvas Paseos Shoes ($64). TOMS …