“Mom, how do you know if what you read on the Internet is true?”
This was a question asked by my 7-year-old son from the backseat of the car one day after school. It’s a question both marketers and consumers are grappling with, and in answering it, the conversation quickly turns – as it did with my son – to the topic of trust.
Online environments have gotten to the point where they’re able to influence just about every area of our lives, even the most personal ones, such as our health. With vast amounts of information at our fingertips, it’s important – as consumers – that we get the information we need from sources we trust. These sources could be anything from friends and family members on social networks to blogs or other sites that we regularly subscribe to, and they have the power to impact what we do or do not purchase. We rely on these personal recommendations, sometimes in lieu of corporate or branded information, to make what we feel are the best decisions for our families, because there’s trust within those relationships. Continue reading
With 19 years of experience in brand consulting, strategic planning and consumer research, it’s safe to say Gavin understands brands, because he understands people. Here at Luckie, Gavin’s expertise helps bring the human experience to the heart of our marketing and advertising. That’s why we chose to pick his brain for our latest Luckie 7 to get insight on how brand planning can help uncover a deeper human truth. Continue reading
How far would you travel for a good meal? Pretty far as it turns out. The World Food Travel Association, in partnership with Mandala Research, discovered that fully one-third of travelers now choose destinations based on the food and drink activities available and two-thirds consider good dining options an important factor. To that we say, “duh.” Here at Luckie, we’ve been using food to tempt travelers for almost a decade. But leveraging food culture is about much more than just tempting travelers to pick up a fork in your city. Today, it’s about uniting communities behind a food movement or history of unique food. Continue reading