The designers, Jessica Walsh and Timothy Goodman, two good friends who never dated conducted a 40-day dating experiment. What started out as a self-exploration experiment turned into an experiment on...
In an article in the Journal of Marketing* from 2010, the authors prove quantitatively that higher levels of brand attachment result in higher price points, increased loyalty, and customers willing...
I heard a great story yesterday morning on National Public Radio’s Morning Edition (When it Come to Vaccines, Science Can Run into a Brick Wall). The story focused on Brandon...
We at Kompas Strategy are very excited about an article published in the Journal of Marketing titled “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical...
Mark’s brand of choice: Michigan State University Ok, ok, most people love their undergraduate university, especially when the football team and basketball team are winning, but Michigan State University is doing...
During the Super Bowl, 30 years ago, Apple rocked both the computer and the advertising world with the iconic “1984” ad to launch the Macintosh computer. The haunting ad cast an...
Each year we see a variety of predictions of which brands will disappear in the coming year. We have chosen to take a different and more positive path. We would...
Up until now, Starbucks speciality has been in coffee, but CEO Howard Schultz is hoping to change that. Schultz has acquired Teavana, a speciality tea and accessory retailer, for an...
It’s year 2043. Men and women attempt to explain to their grandchildren that the hashtag once was called the pound sign. “Mom! Grandpa is telling the pound sign story again,” little...
In an age where we aggressively hit the zero button on our phones in hopes to bypass the automated services of a company we are having issues with and attempting...