Connect with us

Junior Contributors

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

Published

on

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.

Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Junior Contributors

How are current trends shaping our world? Foreshadowing 2025

Published

on

Credits: raw.pixel

BY AMARI SUKHDEO

As we look toward 2025, it’s natural to wonder how current trends will shape our world. Drawing from technological advances, societal shifts, and environmental challenges observed in 2024, we can outline some plausible developments. By connecting these to existing evidence, we can better understand why these changes are likely.

Smarter AI, beyond assistants

In 2024, AI systems became more personalized and efficient, with companies investing in AI models that function locally to reduce delays and energy use. By 2025, we could see AI systems embedded in everyday tools. For instance, AI in healthcare already assists with diagnostics; next, it may empower wearable devices to provide personalized treatment suggestions based on real-time data. This isn’t just speculation; investments by tech giants like Google and Microsoft into smaller, faster AI models in 2024 lay the groundwork for this leap forward.

 Climate action driving everyday innovations

Extreme weather events and rising global temperatures made headlines in 2024, pushing governments and industries to accelerate renewable energy efforts. Solar panels and wind farms became more efficient, and electric vehicles (EVs) gained broader adoption as costs fell. In 2025, we could reasonably expect community-level energy storage solutions, like localized solar grids in neighbourhoods, offering resilience against power outages caused by climate disruptions. The sharp drop in renewable energy costs in 2024 suggests this trend will only accelerate.

Job markets evolve with AI

The growing use of AI in hiring processes was evident in 2024, with more companies testing conversational bots for initial candidate screenings. By 2025, these bots could standardize equitable hiring practices, focusing on skills rather than credentials. If trends from 2024 hold, candidates might submit work samples directly analyzed by AI, bypassing biases inherent in traditional resumes.

 Space exploration as the next frontier

Private companies made significant progress in space technology in 2024, with initiatives like reusable rockets and plans for lunar missions advancing rapidly. In 2025, commercial space tourism could become a niche industry, offering suborbital flights for high-net-worth individuals. More importantly, the ongoing development of satellite networks for global internet coverage—spearheaded by firms like SpaceX—may revolutionize connectivity in rural and underserved areas, fulfilling the promises set in motion during 2024.

Social media’s evolution

The spread of misinformation and rising concerns about mental health dominated conversations about social media in 2024. By 2025, we might see stricter regulations and innovations in platform design aimed at promoting responsible usage. For instance, algorithms may prioritize verified information or feature built-in mental health support, echoing growing public demand for ethical practices observed last year.

The predictions for 2025 are rooted in developments already in motion. Rapid strides in AI and renewable energy, coupled with societal responses to climate challenges, social media, and space suggest a future where technology is more integrated into daily life and becomes a norm. However, navigating these changes will require continued investment and ethical oversight.

https://www.eckerson.com/articles/predictions-2025-everything-is-about-to-change

Continue Reading

Junior Contributors

AI can be a helpful tool, but it can’t replace the special qualities that make human storytelling unique

Published

on

Photo Credits: Diana Grytsku

BY YAHYA KARIM

It has recently been found that people take a strong dislike to any stories that are labeled AI generated, even if they were truly written by a human. This might come as a surprise, but it shows how we feel about AI in creative work, such as writing stories.

The study, led by Haoran Chu, a professor of public relations, tested out how people would feel after reading two similar stories, one written by a human and one written by an AI. The participant in the study would find a label indicating which writing was AI generated, and which was written by a human. Through the experiment they switched the labels, so the readers thought they were reading an AI version of the story, when in fact they were reading the human version.

When people saw that it was an AI generated story, they seemed less interested. Even though what was written was almost identical, people did not feel that connection with the AI writing. They felt less connected if it was written by a machine.

The study found that stories written by AI can convince people just as much as those written by humans, especially when it comes to topics like health. However, AI doesn’t make readers feel as connected or immersed in the story. This is something that human writers are better at doing.

The study shows that people still really value the “human touch” in storytelling. Even though AI can write text that is clear and logical, it doesn’t have the same: emotional touch, creativity, or personal feel that humans bring to their writing. When we read a story, we trust human writers to make it feel relatable, which is something AI struggles to do.

In the future, AI might be great for writing simple facts, or basic information, but when it comes to creating deep, emotional stories humans still have the advantage. AI can be a helpful tool, but it can’t replace the special qualities that make human storytelling unique.

Continue Reading

Junior Contributors

Would you try tasting the virtual world? It’s just the beginning of something really cool!

Published

on

BY KHADIJA KARIM

Have you ever wished you could taste something while using virtual reality? Well, researchers from the City University of Hong Kong have come up with a way to make that happen! They invented a lollipop-shaped device that lets you taste different flavours while wearing a VR headset. It sounds like something from a futuristic movie, but it’s real!

Here’s how it works, the device holds flavoured gels, like cherry, milk, and green tea. When you put on the VR headset, a Bluetooth signal tells the lollipop what flavour to produce. A tiny electric current is then sent through the gel using a process called iontophoresis. This makes the flavour appear on your taste buds. Lollipop even uses smells to make the flavour taste real. So, when you lick the lollipop, it really does taste like the flavour you’re supposed to be experiencing.

There are some limits to the device. Right now, it can only produce nine preloaded flavours. Another issue is that the gel dries out after about an hour, so you can’t use it for too long. However, this technology is still much better than the old methods used to try and create virtual taste. In the past, some methods involved chemicals that had to be placed on your tongue, but that wasn’t easy to use. Another method had people stick electrodes to their tongues, which sounds pretty uncomfortable.

You might wonder why we need virtual taste at all. Researchers say it could be useful in medicine. For example, it could help doctors test for gustatory disorders, which are problems with taste. Imagine going to the doctor for a test where they check if you can tell the difference between the taste of milk and grapefruit. That’s something the VR lollipop could help with!

This invention could also make shopping more fun. Think about it, if you’re shopping online for snacks, or drinks, you could taste them virtually before buying. It’s like trying a sample at the store, but you can do it from your own home. It may sound a little silly, but it could help people make better decisions when buying food.

This new technology shows just how much virtual reality is changing. We’ve had visuals and sound in VR for a while, but now taste is becoming part of the experience. Who knows what’s next? Maybe in the future, we’ll taste food in VR games or try out recipes in a virtual kitchen. Even though it’s still new, it’s exciting to think about the possibilities. Would you try tasting the virtual world? It’s just the beginning of something really cool!

Continue Reading

Trending