Posts by Craig Honick

What Is Better Business?

In 2015, I set out with members of the research staff at the Council of Better Business Bureaus to find out what a “better business experience” meant to contemporary consumers. We sat down with 20 individuals of varying ages, genders, ethnicities, and occupations in four different U.S. cities to listen to their stories about everyday…

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Consumer Trust

Why do consumers want to do business with some companies and not others? A 100-year-old non-profit brand with established niche in facilitating business reviews and business-consumer interactions wanted to know. The organization needed to modernize its brand in the face of new technologies that were encroaching on its niche and replacing it in the marketplace…

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European Tech

Does national culture impact what and how we search? One of the world’s largest technology firms sought to improve its position in a key competitive sub-category. They wanted to understand if and how national cultures might impact how consumers use the Web and Internet-connected devices (apps) to get the information they need in daily life.…

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Moms

How do new mom’s decide if they are “good moms?” A successful baby carrier brand knew it needed a meaningful segmentation of its market, despite years of promising growth. Several new competitors were entering the market, and the ability among new moms to distinguish between product designs, and brands, was narrowing. We were able to…

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59 Minutes of Branding

So, Albert Einstein is famous for saying that if he were given one hour to save the world, he would spend 59 minutes framing the problem. Not for the faint of heart, but who am I to question Einstein. I’ve done some thinking about this lately though, and the more I think about it, the…

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