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Want your brand idea to reach Nike-level success? Here are five ways to do that!

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Photo by Aman Jakhar

BY KIARA BROWN

The world’s most loved brands invest heavily in understanding customer psychology and behavior, a core principle rooted in all successful business ventures. For example, Nike taps into powerful themes like determination, resilience, and empowerment in many of their marketing campaigns to drive sales and grow their audience. By associating their brand with these emotional experiences, Nike not only connects with existing customers, but also attracts new ones who resonate with the brand’s goals and values.

Research from Nielsen suggests that the concept of emotional branding plays a leading role in consumer decision-making, with emotionally connected individuals statistically being the most loyal customers.

For new brands entering the market, understanding how successful brands achieve this connection can serve as a blueprint for gaining credibility and creating lasting relationships with their target audience. Upcoming brands can use this insight by investing in market research to understand their audience’s needs, desires, and emotional triggers and intertwining these statistics into their brand strategy.

Want your brand idea to reach Nike-level success? Just do it. It all starts here.

Start with storytelling

The most powerful strategy to establish brand success is storytelling.

Our brains are wired to respond to narratives, making storytelling the most effective tool for creating emotional connections between brands and their audiences. Sharing your brand’s journey, the challenges you’ve faced, and lessons you’ve learned can promote audience reach through relatability and authenticity.

In their book Made to Stick, Chip Heath and Dan Heath explore the concept of the “curse of knowledge” while emphasizing the importance of simplifying complex information through relatable stories.

People don’t like boring facts. Give them beautiful, heart-wrenching or completely shocking never-before-seen stories that somehow state the message you need to deliver and watch your audience skyrocket.

It’s all about those 5-star reviews

Social Proof Theory suggests that people often look to others to determine what is correct or acceptable in society. New brands can capitalize on this theory by collecting and showcasing positive customer testimonials, reviews, and endorsements, using this as their very own “social proof.” These passionate reviews have the potential to strike one of the biggest and arguably most important emotions in brand building: trust.

Your brand reviews matter! Make sure to integrate product/service review sections into your websites and social media platforms so you can optimize third-party credibility and build consumer trust.

Proving your value and expertise

Establishing your organization as a credible and informative resource in your chosen field is another key driver of brand success. Content marketing, particularly through an active social media presence, provides a path for your brand to showcase its: product, service, or industry expertise.

Research by the Content Marketing Institute highlights that 90% of the most successful content marketers put their audience’s informational needs first. The educational value that you offer your audience will eventually lead them to acquire a sense of dependency to your brand, another emotional tie that’s hard to beat.

By consistently producing valuable content, a brand can position itself as a reliable source and gain a strong fanbase in the process.

There’s this thing called transparency

A Harvard Business Review study revealed that consumers are more likely to trust companies that are transparent and open in their communication. Open communication builds a sense of trust, and consumers appreciate businesses that acknowledge their imperfections and actively work towards improvement. For new brands, being honest about: limitations, challenges, and things that go wrong can heavily contribute to growing your empire.

Influencer Marketing

Influencer marketing has emerged as a powerful tool to transform new-age consumers into loyal customers. A recent study by Influencer Marketing Statistics Canada found that 90% of marketers believe influencer marketing is comparably more effective than other marketing channels. Collaborating with influencers relevant to your industry of interest can provide your brand with instant credibility, tapping into the influencer’s established trust with their audience.

By drawing on established theories and evidence-based practices, even businesses with little to no experience can carve a clear path to success and win over their target market. In the complex world of business, brand-audience relationships are not just a suggestion; it’s a necessity for long-term success.

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Junior Contributors

I think it’s the parent’s fault! A student’s perspective on the phone ban

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Photo Credit: Freepik

BY KAHA G.

As the sun rises over the horizon, a new day begins, full of endless possibilities and opportunities. With the world at our fingertips and technology advancing quickly, it’s no wonder that we’re constantly bombarded with information and distractions. Amidst all the noise and chaos, finding the right balance between education and technology and minimizing distractions is crucial for creating a good learning environment. Today, let’s explore the recent cell phone regulations in Ontario schools and their impact on students. As well as my opinion as a student on it and how technology is affecting our youth.

According to thestar.com, Ontario’s Education Minister Stephen Lecce recently announced new cell phone regulations in schools that have sparked mixed feelings among students. From September, every public school in Ontario will be required to enforce uniform rules regarding cell phone usage. For kindergarten through grade six students, this means keeping phones on silent and out of sight throughout the school day. While older students in grades seven and above will have some freedom to use their devices during breaks; the ban will be in effect during class time.

Many students rely on their smartphones for various purposes, from research to communication with others. While the goal of enhancing focus and concentration is important, students worry about the potential impact on their ability to engage with technology as a learning tool. I think that the phone ban won’t be that bad, and it will give students who use their phones often when the teachers give a lesson no choice but to listen. However, I think we should be able to use our phones in classes teaching other languages like French. Or, at least during times when we are expected to write something down in French, we should be able to search for words and sentences we don’t know for these writing activities.

Furthermore, the government’s decision to involve parents in the enforcement of these regulations is both good and challenging. While parental support is essential for the success of these measures, it also means facing potential consequences at home if students fail to comply with the rules.

Despite these concerns, finding the right balance between education, and technology and minimizing distractions is crucial for creating a healthy learning environment. As Premier Doug Ford puts it, “While you’re in learning, you’ve got to learn.”

Before I end this article, I would like to discuss why it is necessary to mention students from kindergarten to grade four in this ban. First of all, they shouldn’t have phones, because they aren’t old enough. It is crazy for me to imagine little kids of these ages to be putting away their phones until the end of the day. As much as we want to deny it, I think it’s the parent’s fault. At this age, we shouldn’t be giving phones to children at that age at home let alone to take them to school. An iPad at home is fine but phones; ridiculous!

Why are people letting the internet take the role of the parents by teaching kids? Trust me, I know that my generation (Gen Z) is messed up, but if we’re this bad imagine the generations to come. If we increase the time kids spend on technology, when are they going to have time to go outside and play in the park and to be a kid? Children in grade two are asking for air pods and phones. Although having a set screen time for children like (1-2) hours is reasonable, we should normalize having a balance between tech and education.

Most of us have that impulse to reach for our phones, and it is because we’re addicted.  If we’re freaking out that we won’t have a phone during school, then it tells us how we have been doing as a society. Normalizing balance for students in pre-K and up is crucial for our success.

When enforcing regulations: educators, policymakers, and students need to consider different perspectives. This is by promoting discussion and collaboration between students, parents, and educators so that a well-balanced approach that prioritizes both focus and technological proficiency in the classroom can be achieved.

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We are living in a world where social interaction is on a scary decrease

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BY AMARI SUKHDEO

When you see someone eating food, hanging out with friends, sitting in a car, walking down the street, or practically doing anything, what are they most likely doing? They’re on their smartphones. It’s almost as if the device is glued to their hand! The extensive hours that the majority of people dedicate to their devices, particularly on social media platforms, takes time away from face-to-face communication and in-person activities. When they’re out with the people they are messaging online, they’re still on their phones. The question is, how are people getting any proper social interaction? They are not.

Some ways cellphones have negatively impacted social skills are reduced face-to-face communication, decreased ability to read non-verbal cues, shortened attention spans, increased isolation, limited empathy development, impaired conversation skills, reduced social confidence, dependency on technology, and diminished social etiquette. Recognizing these impacts prompts a need for consideration of our device usage and its effects on our social interactions.

When we engage in face-to-face communication, social information is conveyed by vocal and visual cues. Non-verbal communication (facial expressions, eye contact, tone of voice, posture, space between individuals, etc.) is an important part of communicating. However, online, these non-verbal forms of communication and cues are not delivered. This leads to a growing lack of understanding when it comes to social aspects of communicating.

In a recent study, a group of teenagers spent five days in a camp without access to any devices and being limited to only in-person interaction, while another group stayed at home and used their screens regularly. The teenagers’ in-person interaction improved significantly in terms of reading facial emotions, while the other group’s skills remained the same. The results suggest that digital screen time, even when used for social interaction, can reduce the time spent developing skills to read non-verbal cues of human emotion. These overall decreases social skills in all settings such as communicating with families, classmates, colleagues, and romantic partners.

Constant device usage not only impacts individual social skills, but also alters how people connect with each other. Quick texts and social media posts can’t replace the richness of face-to-face conversations. This may lead to weaker emotional bonds and less meaningful relationships, especially amongst teenagers that are still learning how to navigate social interactions. Teenagers spending significant time on devices report lower satisfaction in their in-person relationships, which draws a connection between how devices negatively impact the ability to maintain strong connections in real life.

The constant use of devices in everyday life has led to a concerning amount of negative social consequences. From reduced face-to-face communication to impaired non-verbal communication skills, the pervasive use of devices has fundamentally altered the way people interact. The dependence on online-communication diminished the depth of authenticity of relationships, and open-communication. We are living in a world where social interaction is on a scary decrease, and with the new and addicted generation, emotional development and social connection is at risk.

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Junior Contributors

The cost of convenience: how much does delivery really cost?

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BY AMARI SUKHDEO

Have you ever been excited to camp-in and order your favourite meal for delivery, only to be taken aback by that bill? That $18 ramen suddenly balloons to $32. Why the hefty price tag? Here’s what’s happening:

Markup mayhem:

When opposed to ordering straight from the restaurant, ordering through delivery apps frequently entails a surreptitious price increase. The menu items found on these platforms are typically more expensive than those found inside. Remarkably, a recent survey found that the cost of things ordered through delivery apps may be up to 26% more than that of items ordered straight from the restaurant. A lot of customers are caught by surprise by this markup, which turns what could have been a relatively inexpensive dinner into a costly affair.

Fee fiasco:

Not only is there a markup, but there are also significant service costs added to the bill. For instance, Uber Eats determines prices based on the quantity of your order, while DoorDash charges a $3 minimum service fee in addition to a 15% service charge. These extra fees have the potential to significantly raise the overall cost of your meal, giving customers the impression that they have been taken advantage of.

Restaurant shares:

It’s not just diners who are experiencing financial hardship. Restaurants face a big competition from delivery apps, which can take up to 30% of their earnings. This is especially true for smaller businesses that depend significantly on delivery services. Restaurants may find it extremely challenging to generate a profit due to the weight of high commissions, given their already extremely narrow profit margins.

A troubling tendency is shown through data: the cost of using delivery apps is progressively going up. Fees have increased to previously unheard-of heights in recent years, leaving many customers unable to pay more for their favourite dishes. For a few, the price hike has caused them to reconsider their dining options.

At home diners, keep in mind that you have to account for the hidden expenses the next time the convenience of a takeaway menu entices you. It’s a story about: delivery workers’ financial struggles, increased rates, and outrageous surcharges. Bon appétit, with caution.

https://www.vox.com/money/24118201/food-delivery-cost-expensive-doordash-ubereats-grubhub

https://www.foodandwine.com/news/delivery-app-prices-higher-fees-2021-pandemic

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