Think Big, Create Big
Posted by: Northlich, | May 26, 2010 at 7:36 am

After just four months of planning and execution Northlich launched a massive integrated campaign to promote the arrival of Powerball in Ohio, driven by the insight that Ohioans want more chances to win it really big. We swung for the fences with a strategy different than most states (launch Powerball as its own unique entity rather than cross-promoting with Mega Millions) and some risky creative (the TV was filmed in a public area and we only had one take to get our shots). [...]

blog, news      comments: 1

Re-Examining Consumer-Brand Relationships
Posted by: Northlich, | May 20, 2010 at 9:29 am

The idiosyncrasies, both rational and irrational, of consumer-brand relationships often rival that of Hollywood’s most salacious couples. It is no wonder why those of us in the marketing community spend so much time trying to better understand them.

Consumers are not always ideal partners. They expect a lot from their brands, but are not always good at communicating their needs. When brands don’t deliver on some expectation, the consumer may employ the silent treatment, or worse, give in to another brand’s advances. The consumer of course, may say—“it’s not you, it’s me,” but we all know that’s a ruse. It’s always you. [...]

blog, rehavior      comments: 0

Obesity in America—From Battling an Epidemic to Staging a Revolution
Posted by: Northlich, | May 12, 2010 at 1:45 pm

Years ago, “obesity in America” was a good topic gateway into a new diet or exercise fad explanation. Then obesity rates rose dramatically in every state and people began noticing that countless children were too overweight to properly enjoy recess. Obesity became the next dangerous American epidemic. [...]

blog, cultural storms      comments: 2

Meet Me Half Way
Posted by: Northlich, | February 22, 2010 at 1:06 pm

One of the most unexpected findings in our consumer Frugality research was just how determined today’s consumers are. They’re willing to go that extra mile to buy a product they love. But being loyal equals hunting for deals, (i.e., shopping at three or four retailers, subscribing to online coupon networks and setting aside time each [...]

blog, cultural storms      comments: 1

360 degree trading shifts
Posted by: Northlich, | February 3, 2010 at 11:51 am

It’s an economical whirlwind of trading up, down, off and out and consumers are exhausted! Tune in to watch this week’s frugality video which highlights consumer trading shifts and opportunities for marketers and brands alike.

blog, cultural storms      comments: 0

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