The Psychology of Color

As we approach the end of 2016, we are going to present some of the most popular of the nearly 1,500 posts that have appeared on Evans on Marketing. Today, we cover how colors affect consumers’ product perceptions.   _________________________________ From a marketing perspective, we tend to believe “perception is reality” — which means that […]

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A Spoof on “Honest” Ad Slogans? LOL

Over the years, consumers have often wondered about the honesty of the ads they watch or view. Click on the image to see a number of hypothetical ad slogans that we might have been thinking about, but will never really see — from graphic designer Clif Dickens.    

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How Colors Affect Consumers’ Product Perceptions

From a marketing perspective, we tend to believe “perception is reality” — which means that what shoppers believe about product features is more important than the reality of those features. With this in mind, Rachel Griffith has written a fascinating article for Fast Company on the impact of color on consumer perceptions. As she notes: […]

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What Motivates Car Buyers Around the World?

There are many different reasons why consumers buy specific car types and models — even in the United States. But, how different are purchase motivations around the world? To answer this question, Nielsen recently conducted a large-scale online survey in 60 countries: “’Linking global automotive demand with consumer sentiments and media habits is vital to […]

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The Impact of Corporate Culture on Branding

A clear , desirable, and distinctive product/brand positioning message is essential for companies to be successful in today’s competitive marketplace. What is sometimes under-appreciated is how crucial the corporate culture is in establishing and maintaining the correct product/brand position in consumers’ minds. Take a look at this infographic for an innovate perspective on this from […]

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From YouSendIt to Hightail: What’s in a Name?

One of the biggest marketing decisions that any firm makes is to change its corporate brand, which represents the foundation of its positioning message. So, what do YOU think of YouSendIt’s rebranding itself as Hightail? Here’s the company description of itself from its Web site: “Founded in 2004, YouSendIt was working in the cloud before […]

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Chevy Goes Global

Over the years, General Motors has positioned Chevrolet vehicles as a great American brand. Its slogans include “An American Revolution,” “See the USA in your Chevrolet!,” “The Heartbeat of America,” and “Chevrolet, building a better way (to see the USA).” Now, with the tremendous growth of the international market, General Motors is taking a new […]

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What Happens When the Iconic Company Founder Departs?

Companies have used their founders as spokespeople in their TV commercials for decades — as with Colonel Sanders for Kentucky Fried Chicken and Dave Thomas for Wendy’s. And these founders often become extremely popular brand personifications of their firms. So, it is with great trepidation that firms and their founders part. George Zimmer founded the […]

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The Volkswagen Jetta Promotes Safety

In its quest to appeal to more market segments, Volkswagen has been devoting greater attention to young families through an ad campaign that emphasizes safety. For example, according to Alexandra Stieber, writing for JWT Intelligence: “The Volkswagen Jetta has long been a go-to vehicle for singles, but now the brand is also targeting young married […]

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Should PepsiCo Change Its Company Name?

This not so tongue-in-check question in a recent Wall Street Journal blog post covers an important aspect of a company’s product positioning message. As the WSJ reported: “With 60% of EBIT [earnings before interest and taxes] from snacks and less than 25% from brand Pepsi, isn’t it time to change the name? That line from […]

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