Brad VanAukenNew Product Development — Corporations versus StartupsIt is interesting to compare and contrast how we approached new product development within Hallmark’s Product Discovery & Development…3 min read·Aug 31, 2022----
Brad VanAukenTwenty Research-Based Findings Regarding BrandsI have drawn these findings from a variety of research studies. Most are outlined in my Brand Aid book.2 min read·Aug 7, 2022----
Brad VanAukenDifferentiating on the UnexpectedOpaque is an all in the dark restaurant. With the help of a giant crane, Dinner in the Sky serves just that, dinner in the sky. Southwest…2 min read·Aug 7, 2022----
Brad VanAukenThe Essence of Marketing in One ParagraphRecently, a Venture Capital intern asked me to explain marketing to him at the end of our two-hour interview. While I have spent more than…2 min read·Aug 4, 2022----
Brad VanAukenBrand VoiceYour brand’s voice is comprised of its tone and its word choice among other components. Together with your brand’s archetype, personality…2 min read·Jul 28, 2022----
Brad VanAukenBeware of Asking Too Much of Marketing CopyI have witnessed executives asking for a single communication to do too much. “I would like this communication to build awareness and…2 min read·Jul 28, 2022----
Brad VanAukenCustomer DiscoveryCustomer discovery must run deep. You need to talk with a lot of people and you need to probe deeply with each of them. That means…3 min read·Jul 26, 2022----
Brad VanAukenTypes of Research for BrandsI have spent the past 35 years conducting research on behalf of brands. Over that period of time, I have conducted hundreds of studies. In…3 min read·Jul 19, 2022----
Brad VanAukenEthics in MarketingEthics is not a topic that I hear marketers talking about very often, however it is something that I think about frequently because I…5 min read·Jul 13, 2022----
Brad VanAukenDo you know how non-customers perceive your brand?To be efficient in marketing spending, brands usually focus on their best customers first and then on their other customers. Typical…2 min read·Jul 7, 2022----
