Want to close a sale? When choosing a time to meet with your customer, don’t just take the first appointment time offered to you. A recent study looked at decisions by judges, and revealed startling differences in […]
If you are in sales, do you touch your customers? In these litigious days, perhaps not. But there’s research that shows a woman’s light touch on a subject’s shoulder caused a change in risk-taking behavior. (Sorry, guys, it only worked for female touchers.) Research by Jonathan Levav of Columbia University and Jennifer Argo of the University of Alberta explored the relationship between being touched and subsequent behavior: […]
In Managing by Mistakes, I wrote about the power of learning from mistakes. Some of the most successful individuals in different fields credit relentless focus on even small mistakes with their high achievement. Researchers at Columbia University divided student subjects into two groups, “grade hungry” and “knowledge hungry” based on a short survey, reports Newsweek’s NurtureShock column, and then tested them with general knowledge questions. The researchers immediately provided feedback as to whether the subject was right or wrong, and showed the correct answer. The brain activity of the subjects was monitored using EEG caps. The differences in the way the subjects handled the feedback was striking: […]
It was pure serendipity that I read Brand Immortality by Pringle and Field on my way to a conference where I was to speak about branding to a group of enrollment executives from colleges and universities. It wasn’t a giant “Aha!” moment, but I realized that institutions of higher education represent the longest-lasting brands in our relatively young country.
The authors of Brand Immortality begin their book trying to defeat the notion that brands are transient and have a life cycle much like individual products. They would get no argument about that from most university trustees and administrators, who preside over institutions that have maintained the same name for decades or even centuries. And, make no mistake about it, colleges and universities market themselves – many to survive, a smaller number to thrive. What strikes me as odd is despite the amount of money that most colleges spend on direct mail, print and web advertising, social media marketing, and many other categories, how little they focus on branding. […]