Matt Johnson's Blog, page 7

What The Black Marlboro Man teaches us about Identity Marketing and Targeted Ads

The real-life Marlboro Man didn't smoke. Bob Norris was Marlboro's first model, the inspiration for their logo, and the most impactful identity-marketing campaign in Tobacco history. He lived a full, healthy life and died in 2019 at age 90.

The fact tha...

What is Marketing Psychology?

Driven by insights from behavioral economics, marketers have begun to cater to the systematic irrationalities of their consumers. This means understanding how consumers actually behave, as opposed to how they should behave. 

More recently, however, clev...

What is Consumer Psychology?

At its core, psychology is the study of uncovering the complexities behind human nature. And it does so through different perspectives—developmental (how we grow through time), cognitive (how we think), and social (how we relate to others). But what ab...

How Airline Safety Videos Grab Attention and Create Brand Identity

If we were to put people in an empty room alone with nothing but an electrocuting cable as their only source of entertainment, chances are the majority of them would choose to shock themselves instead of doing nothing.

This is exactly what happened in a...

The Masterful Experiential Design of Independent Bookstores

Without visiting it, imagine what’s at the other end of this URL: Relentless(dot)com.

What kind of website do you think this is? If they’re a company site, what do they sell? If you were to click the link it would take you to Amazon. 

Relentless was Jeff...

The Future of Shopping and Food Retail: Consumer Behavior Lessons from New Zealand’s Lockdown

New Zealand has a penchant for being early. Every December 31st, they’re one of the very first countries to send fireworks into the sky and ring in the new year. 

In the summer of 2020, New Zealand finds itself ahead of the rest of the world. Unlike New...

What is Experiential Marketing?

Key points for understanding experiential marketing

At its core, experiential marketing is about crafting the experience of the consumer - designing for momentary experiences, while baking in long-term memory considerations. Given these aims, a neurosci...

Why Every Marketer Needs to Understand Neural Synchrony

Key points for applying neural synchrony to marketing

Communication is a crucial task in marketing. By understanding the neuroscience of human communication, we gain a general framework that brands can apply for their own communication

At the heart of succe...

Lessons in Brand Strategy from The Psychology of Boba Tea

Key points for what Boba Tea teaches us about the psychology of brand strategy

Serenitea, a manilla-based Boba Tea brand realized that if they were to be succeed, they needed to go deeper

Through conducting a series of qualitative interviews, the brand unco...

The Consumer’s Emotional Need is Key to a Great Rebrand: Lessons from Lego and Walmart

Key points for revamping a brand strategy with the consumer’s deeper, emotional needs

The core questions of brand strategy are what do we deliver, and who do we deliver it for. The key to a successful brand (or in some cases, a rebrand) is linking these tw...