45 – We stare directly into the science of brands

We hear about “data-driven” marketing and communications, but what does that really mean? Darren and Derek speak to a consumer behavior expert to better understand the science – and psychology – of higher ed brands.

DWConversations – Dr. Sarah Mittal

Dr. Sarah Mittal, Director, US Behavioral Science Center for Ipsos North America, talks to us about the deep connections our audience forges with higher ed brand – and what we can do as marketers to deliver the promise our brands make to these important advocates.

Shelly’s Short – Research or Weep

Shelly has a long list of award-winning designs on her resume because she loves to test. We asked her to walk through the importance of connecting with your audience by testing – it helps determine their needs and drives creative results.

On-Brand/Off-brand: Jacksonville billboard crisis

Do you know why there aren’t as many billboards in Jacksonville as other areas? It is the result of active residents who fought for a more scenic lifestyle. Derek and Darren revisit the discussion and decide if it’s on-brand or off-brand for Jacksonville.