The Heath brothers, Chip and Dan, have an entertaining style and together they have generated a number of readable, informative popular psychology/business books. I enjoy the books and generally agree with a lot of what they say. A nice addition to the language is True But Useless. The Problem Of Certainty The brothers do run into the problem facing a lot…
Controlling Your Political Brand
One of the key challenges for any party or politician is controlling your political brand. Case studies are a useful tool. They show that has been done in the past. Political Versus Administrative Tension often arises between the political and administrative aspects of government in a democracy. Elected politicians set the strategy. This should (ideally) reflect…
Measuring Brand Value
Measuring brand value is a huge challenge. Even the best methodology available is far from perfect. (And there are many would argue I’m being too generous in that assessment). There are, however, a number of significant potential benefits if you know the value of your brand. Most obviously you have a better idea of your firm’s…
You’re An Original
The study of creativity seems worthwhile but challenging. Creativity seems hard to consistently measure. Given it is hard to assess what is actually creative, it must be even harder to work out what drives creativity. Adam Grant tries this in Originals. I doubt his is the last word on the topic but it is worth a read. What is the message: You’re An Original. The…
The Facts About Loyalty Programs
Loyalty programs are an interesting marketing tactic. On the one hand, they have the potential to encourage consumers to stick with a provider. On the other hand, they can end up rewarding those who would have purchased anyway. At their worst one might say that the programs don’t so much create loyalty as feed consumers…
How Sexy is Working With Big Data?
I think that academics should share their opinions widely. Some academics may believe that they have no opinions, they just relate what the data says. This is might be true for extremely empirical scholars, those who typically see themselves working with big data. Such scholars are kidding themselves. We must be willing to change with data but our experience helps…
Nudges Are Not Magical (Just in Case Someone Thought They Were)
The idea of nudging, designing choices to help people make better choices, has become popular for good reason. Yet, nudges aren’t magical, which some people seem disappointed about when they find this out. Nudges Or What? A nudge is a well-designed attempt to guide the decision-maker towards a beneficial outcome. The alternative seems to be random,…
Predictive Analytics And Vast Search
Eric Siegel has an excellent book on predictive analytics and vast search. As his title suggests these involve lying, buying and dying as well as a few things that don’t rhyme. Applying Analytics The center of his book is a table of applications of predictive analytics. The marketing examples (Table 2) give a number of interesting…
Bringing Accountability To Marketing
Peter Rosenwald shares his experience bringing accountability to marketing. He describes trying to account for the success of marketing campaigns in his book Accountable Marketing. This examines many ideas that are critical to quantitative marketing and covers a vast range of industries. No One Is Average He gives some great perspectives — such as “Average: The Most…
Understanding What A Fallacy Is
Formal logic makes for elegant research. It can help us in understanding what a fallacy is. Formal And Informal Logic With formal logic there is a right answer and so researchers can be confident that some choices are simply wrong. Unfortunately, formal logic has relatively limited application in the real world. Gerd Gigerenzer has argued that some flaws in…
