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Thinking

Here at MindFire, we're true believers in the power of research. Nothing helps you focus your marketing like research does. It takes the guesswork out of your decisions and provides you with the insights needed to fine-tune your message.

We're feeling a little uninspired by the invariable New Year's resolutions that are popping up these days. Lose weight. Quit smoking. Drink less. Sounds familiar, doesn't it?

When it comes to making decisions about which product or service to purchase, who do you trust? Newspaper articles? TV ads? Company web sites?

Unless your marketing dollars grow on trees, a big part of your job as a marketing professional is about validating your budget to your superiors - especially in an economy such as this one.

One of the most compelling aspects of marketing in the digital age is the ability to connect with your customers. Technology has made it possible to engage your audience and get them to interact with your brand in a very powerful way.

We all have relationships with brands. During branding workshops, I ask participants to name the brands they've encountered so far that day. Participants often mention some of the same brands: Starbucks, Crest, Apple, Dell, Toyota, BP, Google, and Pepsi.