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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

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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Junior Contributors

Beneath the waves: Unveiling the legacy of the transatlantic slave trade in the Bahamas

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BY KAHA G. – 15 YEARS OLD

What is archaeology? Archaeology is the study of human history and prehistory through the excavation: of artifacts, structures, and other physical remains. It helps us understand past cultures, societies, and lifestyles by analyzing material culture left behind by ancient civilizations. In this case, archaeologists in the Bahamas have found underwater wrecks of 14 sailing ships involved in the Trans-Atlantic slave trade between Africa and the Americans.

The Bahamas Lost Ships Project, led by Allen Exploration and the Bahamas Maritime Museum, aims to catalog shipwrecks in the Bahamas. They’ve found 596 wrecks so far, dating back to 1657.  Also, these findings were published around Black History Month, emphasizing the importance of preserving the experiences of marginalized communities.

The Bahamas’ history is deeply connected to the transatlantic slave trade, with events like the arrival of the first slaving vessels shaping the islands’ population. The wrecks of ships like the Nancy and the General Oglethorpe remind us of the individuals who suffered and resisted enslavement. This research also highlights the Bahamas’ role in the transatlantic slave trade, connecting: Africa, the American Southeast, Cuba, and the Gulf of Mexico. Making it an important trade route for these places.

According to Livescience, the wrecks included the “Peter Mowell which is an American schooner (sailing vessel) that sank off Lynyard Cay near Great Abaco Island in 1860 with about 400 enslaved Africans on board; as well as smaller vessels that carried slaves to plantations for sugar, coffee, cotton and tobacco in North America and around the Caribbean.”

Alongside that, the team of archaeologists, and Allen Exploration have found three wrecks, but their locations are currently undisclosed. The CEO, emphasized the historical significance of these wrecks, noting their importance in understanding the conditions aboard slave ships and the broader history of the slave trade.

Additionally, the type of living conditions of enslaved Black people were atrocious. They lived in miserable huts, which were said to be “Unfit for the habitation of wild beasts.” They wore iron slave collars and worked seven days a week, with just four hours a day of rest in cane-cutting season. Unfortunately, about 10% of enslaved Africans died on the plantations in Cuba each year during the slave trade, and some were even flogged to death.

In conclusion, the discovery of these shipwrecks in the Bahamas sheds light on a significant, yet often overlooked aspect of human history: the transatlantic slave trade. These findings provide valuable insights into the conditions endured by enslaved individuals and the intricate networks that facilitated this cruel trade. As we continue to explore and preserve these historical sites, we honor the resilience and bravery of those who resisted oppression and strive to ensure that their stories are remembered for generations to come.

 

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Junior Contributors

Unveiling the Mysteries of the Fibonacci Sequence: Nature’s hidden code

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Photo Credit: Racool_Studio

BY KAHA G. – 15 YEARS OLD

“The Fibonacci Sequence turns out to be the key to understanding how nature designs… and is a part of the same ubiquitous music of the spheres that builds harmony into atoms, molecules, crystals, shells, suns and galaxies and makes the universe sing.” Guy Murchie

This quote was utilized to pique your curiosity about today’s article topic, The Fibonacci Sequence.

The Fibonacci Sequence is a series of numbers where each number is the sum of the two preceding numbers. With the set of numbers being:

0, 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144, 233, 377, 610.

One of the most remarkable properties of the sequence is its connection to the golden ratio. The golden ratio is an irrational number that is approximately equal to 1.61803398875. It’s found by dividing any number in the Fibonacci Sequence by the number behind it. The more someone goes down the sequence, the closer the result gets to the golden ratio. Here’s a small example, 34 divided by 21, which is 1.61904761905. Look how close that is!

Furthermore, it appears in many natural occurrences, from the arrangement of leaves on a stem to the shape of a seashell. Some examples are the spiral patterns of sunflower heads, pinecones, pineapples, as well as the pattern of the nautilus shell being the most famous one. Although this might seem like a coincidence, it helps nature as well by maximizing surface area, efficiency, and strength.

The Fibonacci Sequence also appears in mathematics, computer science, and art and design. In mathematics, the sequence plays a role in number theory and algebraic structures. In computer science, the sequence is displayed in algorithms, data structures, and computational geometry. In art and design, the Fibonacci sequence is displayed to create aesthetically appealing designs, like the famous “The Starry Night” by Vincent van Gogh.

The Fibonacci Sequence is a remarkable pattern that appears in nature, art, and mathematics. Its connection to the golden ratio and its presence in nature make it a fascinating subject of study and research. This just makes me appreciate nature’s beauty and makes me regret how little we reflect on the world around us. What are your thoughts on this beautiful sequence?

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