Don’t Let The Stars Get In Your Eyes: Understanding The Cultural Implications of Your Marketing Choices

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When you’re working hard on building your business, it can consume all of your attention. All you think about is what you can do to attract customer attention, convert that attention into sales, and keep those customers so satisfied they keep coming back – all the while telling their family and friends how wonderful your… Continue Reading »

Become A Sea Monkey Scientist: An Illustration of Extending the Brand Experience

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On the probably completely correct suspicion that you haven’t purchased Sea Monkeys lately, I want to bring you up to speed on what comes in the package. The inventory begins with a package of brine shrimp eggs (that is what Sea Monkeys are, after all, but don’t tell anyone: it would spoil the magic), shrimp… Continue Reading »

Just Because You Can Do Something Doesn’t Mean You Should: On Brand Extensions

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One of the neat things about owning a thriving business is that the better your company does, more and more opportunities become available to you. Success is a strong magnet. When other entrepreneurs or business owners see that you’re doing well, they look for ways to hitch their wagon to your star. This can happen… Continue Reading »

Slamming The Door In The Customer’s Face

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Unlike the rest of the Technology Therapy Group team, I am not a fashionista. I can go days, weeks, months – even years! – without finding clothing or accessories I’m excited about and need to buy immediately. Fashion just doesn’t turn me on like that. What does get me going, however, is industrial design furniture…. Continue Reading »