4 Ways To Check Your Brand’s Perception Vs. Its Reality

Paul Jankowski | Forbes | September 10, 2015

“Perception is reality.” Really? Coined by political consultant Lee Atwater, the phrase has made its way into the lexicon of many savvy brand marketers. For the most part, it still holds weight, but it isn’t the catch-all it once was thanks to the proliferation of so many channels of communication, social sharing and the media’s unquenchable thirst for something to report.

We know as a society that the loudest voice tends to create a “perceived reality” when it comes to everything from social issues to brand awareness, but this perception is often extremely skewed. Take for example the perception of people’s sexual orientation in this country. According to a recent Gallup Poll, the American public believes that 23% of Americans are gay or lesbian, but in reality only 3.8% of the adult population identifies as lesbian, gay, bisexual or transgender. Wow! What a huge difference in perception and reality. Read more

Baby Boomers Represent A Wealth Of Opportunities For Homebuying

Marketing Real Estate to Baby Boomers

Gen Y may have surpassed Baby Boomers as the largest share of the homebuying population, but Boomers age 51 to 69 still have significant influence and buying power. According to the National Association of REALTORS®, these “older” buyers have built up equity and are twice as likely to purchase a $500,000-plus home than a Millennial.

Boomers fall into two categories—younger who were born between 1955 and 1964, and older who were born between 1946 and 1954. Combined, they make up the largest segment of home sellers and account for 31% percent of the nation’s homebuyers. Most are married but few have children living at home. They are suburbanites—half live in the ‘burbs while less than 12% choose the city. They purchased now because it was “the right time”—affordability, financing and home availability all ranked low on their reasons to buy. Read more

6 Secrets About the Human Brain That Will Make You a Better Marketer

Ann Handley| Entrepreneur | August 28, 2015

Knowing how the human mind processes information and images—and putting that knowledge to use—can help you become a more engaging and effective marketer.

Researchers in a new(ish) field of study are trying to figure out how our hard-wired preferences affect the decisions we make. Neuromarketing research is “the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols, allowing researchers to explore nonverbal and unconscious physiological responses to various stimuli for the purposes of market research,” according to the Neuromarketing Science & Business Association. Read more