Mindset Articles

A selection of articles written by Dennis Bruce and published by Canada's Marketing Magazine over a period of several years:

TELL ME A STORY
Most advertising and marketing strategies are downright boring. They're overworked, overcooked, jargon laden, cliche riddled documents. Is it any wonder so many creative people ignore them?

BRAND STRATEGIES AND THE ART OF STORYTELLING
The job of brand management is to nurture the brand story and to fit it into the pattern of the consumer story. No easy feat.

STORYTELLING WINS HEARTS
Ten tips for creating captivating brand stories.

DO BRANDS GIVE CONSUMERS A SENSE OF IDENTITY?
In our hectic, demanding, materialistic society, many people, driven by an existential vacuum grab on to brands for a sense of identity.

IN DEFENSE OF FOCUS GROUPS
Because people occasionally lie is no reason to do away with focus groups. Only a fool takes what is said at face value.

REASON BE DAMMNED!
The truth is the most important decisions in life are made emotionally, from choosing a mate to selecting drapes for the living room. Only after the decision has been made do people resort to reason to rationalize their choice.

WHY SENIOR EXECUTIVES SHOULD NOT BE CONDUCTING FOCUS GROUPS
Clients, no matter how sincere, cannot muster the objectivity needed to engage in direct dialogue in a focus group setting.

INFORMATION. HAD ENOUGH LATELY?
We have a world of information literally at our fingertips - more than we know what to do with. But, why are we still so ignorant? There's a vast gap between information and understanding,

IS ADVERTISING A SCIENCE OR AN ART?
Is it possible to bring science and art together, or are they mutually exclusive, two different and incompatible world views each committed to the destruction of the other?

THE RALPH NADER OF THE AD BIZ
The advertising business is in a state of crisis. At least, that's the opinion of many of my colleagues.

THE VERBAL IDENTITY OF A BRAND
Why talk about your brand in clichés and sound like everyone else when you could use a human voice and give it a distinct verbal identity?

THE PERSONALITY AND SOUL OF A BRAND
Getting a handle of your brand’s personality can lead to an insight that may give you a competitive edge in the marketplace.

BRAND VALUES AND THE MARCH OF FOLLY
Arguably the most precious asset a brand possesses is the bond of trust it establishes with its customers.

AN OUTSIDE VIEWPOINT
Insiders know too much, take too much for granted and their prejudices blind them to new opportunities.