Consumer Behaviour in Brand Communities

Brand communities are widely recognised as one of the most effective ways of engaging target audiences as seen with aspirational brands like Harley Davidson and even commodity ones like the Duck brand duct tape. Instead of just focusing on the technology with presence across many social media platforms, these brands demonstrated that creating a brand community involves truly understanding the

Hard Work Hasn’t Changed

Over 4 years ago I started a blog (www.talkapex.com). A lot of people can say that they have done that as well. What a lot of people can’t say is that they’ve had over a quarter of a million page views since its adoption.

Though this is no Facebook success story I do consider my blog a huge personal success. For one person, who was an unknown in his respective industry at the time, going from

To advertise or not to advertise on 2GB’s morning show with Alan Jones?

Are brands political players that can and should use their voice to
contribute to ‘a better society’? Does it matter where they advertise,
even if what they advertise has nothing to do with the boarder message
of the medium?




 Campaign ...
shock jock Alan Jones / Pic: Ray Strange The Daily
Telegraph

For two weeks 2GB management suspended all advertising on its morning show following

‘Gangnam Style’ Marketing

South Korea’s rapper Psy, the performer of viral sensation ‘Gangnam Style’ song and dance, has just reached Australia. The insanely catchy video is approaching half a billion views worldwide and has become the most ‘liked’ video on the YouTube history. If you are as intrigued as I was to find out why, below are some of the marketing strategies behind it.

 Engage through co-creation

The South

Experience vs. Memory

Decisions are made based on MEMORIES of experiences and not the actual experiences according to behavioural economics Nobel Prize winner, Kahneman. This has important implications for the field of marketing, which is largely focused on creating the perfect customer experience.

A great example from the video below tells the story of a man who had been listening to a symphony, and it was

The 4Ps of marketing are dead. Today, it’s all about the 4Es.

Facebook, Twitter, Pinterest, YouTube, Skype, Amazon, Cloud, mobile, tablets and many other platforms and technologies have not only changed the way people can communicate and interact with each other, but have also challenged Marketers to think differently about how they go to market and engage with prospects and customers.

It used to be relatively simple to focus on the 4Ps. Create a great

In search of innovation in the entertainment industry

 


The internationally renowned Cirque du Soleil is now back in Sydney
with a new big top production called OVO, an immersion into the colorful
and energetic world of insects. With incredible stunts you did not even
think were possible by the human body and mind-blowing production that
takes you away from reality, it is hard not to become a fan once you
have experienced one of their

Are we all hard-wired to make bad decisions?

The Marketing Research for Decision Makers unit of the Master of Marketing program at the University of Sydney Business School has adopted a new approach this semester. Previously, the unit focused on teaching how to assess and evaluate marketing information so as to improve our decision making ability. This semester the learning objectives have been expanded to explicate psychological biases

Market Strategy Wars – Apple vs Samsung

There is only a very select range of products that can successfully implement a marketing strategy that revolves around ‘low supply and high demand’, with with the goal of increasing the desirability of a product and ultimately increasing sales.

One company in particular has proven particularly adept at this strategy. Apple has successfully done this time and time again for the release of a

Facebook and Companies - Striking a balance between the Social and the Media aspects

A largely controversial decision made recently by the Advertising Standards Board (ASB) has deemed companies accountable for user-generated comments on their Facebook pages. Posts from ‘fans’ are now considered to be advertisement, which means these should adhere to the industry’s Code of Ethics and the Australian Consumer Law. Because companies have a ‘reasonable degree of control’ over