Do people use brands because their family does? Intergenerational Brand Loyalty

The other day I went to my living room to retrieve my laptop, and to my horror, I found the aftermath of some insect war. Carpenter ants lay dead on top of my laptop…We settled on calling the exterminator. But which one to use?..
How loyal are people to brands across generations? To answer that, I’ve decided to do a little digging. After using “intergenerational brand loyalty” only to find the different between generations on brand loyalty, I found the magical keyword combo: intergenerational brand transfer.

Branding Research: Part 2 of 2

In this post, I’m going to be talking about the research that explains how this story is told and how this story is understood. …

Why do we purchase the things that we do? What makes us choose one brand over another? Although you as a seller of products or services are coming from a place of wanting to truly understand branding, you also have to look at purchasing from the consumer’s perspective. …

The key to branding is making sure that the story that you tell is authentic to you. The science of how that story is transmitted is both fascinating and also helps to be mindful and intentional in how we plan and execute our branding.

Branding Research: Part 1 of 2

The notion of a brand can seem amorphous partly because of the ubiquitous use of the word. This makes it hard for people to think about their own brand. I’ve talked with a lot of solopreneurs and indie writers who are at a loss when they are trying to create their branding plans. I think that part of this is because there’s confusion about what a brand is.

Branding: Starting from Scratch

You have aspirations. You want to be known as an expert of something. Maybe you want to start a blog. Maybe you want to write a fiction book. No matter what  it is, in the beginning, you’re not what your aspiration is.  You may even think that this is a Catch-22, where to establish yourselfContinue reading “Branding: Starting from Scratch”

Hi, I’m Michelle Raab — Welcome

I have friends from graduate school who use their doctorate in psychology in marketing, because psychology is the foundational science for marketing. I think that small business owners deserve the same kind of expertise in their marketing strategy plans as corporations. In fact, I feel passionately about providing the same level of advice that corporations get, but for small businesses.

This blog is for small businesses (less than 5-10 employees), sole proprietor entrepreneurs, freelancers, and indie creatives. People who wear many hats in their business and need help with their marketing plans.

Your business goals can include ones like this is your career, this is a second or part-time job, a side gig, or even a hobby where you’re hoping to make just enough to pay for your hobby. In all these cases, you are concerned to one extent or another in selling your product or service. This means that you need a marketing plan.