ethoscentric Insights
A collection of thoughts, ideas, and insights gathered over my career. Psychology, consumer behaviour, management, and a variety of other marketing related topics discussed.
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Why Influencer Marketing Works
In 2006, Pay Per Host, the first online platform offering to pay bloggers for their content was launched, which some mark as the beginning of online influencer marketing. While this may have been the start of partnering with those who have a digital, or online audience, piggybacking on the influence people have with their audience…
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How Rebuilding Trust Makes Better Brand Bonds
In his book Selling the Invisible: A Field Guide to Modern Marketing Harry Beckwith shares an analogy about a man who visits a dry cleaner to retrieve items that should be ready, only to be told that they were not. Not what one would call a trust building moment. However, the story continues as the…
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How Security Cameras Can Help Your Marketing
Many store owners have security cameras in their stores to catch and deter would be thieves; but I think if that’s all the cameras are being used for, the owners are passing up more than the potential value of lost goods. One of my favourite book recommendations is Paco Underhill’s Why We Buy. Paco has…
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Of Rallying Cries and Mission Statements
In How to Win Friends and Influence People Dale Carnegie discusses the principle of Giving Others a Fine Reputation to Live Up To when giving negative feedback or initiating a difficult discussion. Meaning, leading into the conversation with something the other person generally does well to convey that the topic of negativity appears completely out…
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How to get it All Done When You’re a One Person Show
Pareto’s Law states: Roughly 80% of the results come from 20% of the effort. When you’re a small business owner that just won’t cut it; you’re either small staffed or single staffed and you need to make every moment count. As a ‘One Person Show’, I’ve been doing a lot of research on how to…
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Why ethoscentric Visions Last
A PC on every desk, and in every home. A practical, affordable transportation for the masses. The happiest place on Earth. Three visions from arguably some of the most visionary leaders. Bill Gates, Henry Ford, and Walt Disney each saw a way they could solve a need, and then aimed to provide it to as…
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The Six Senses of Marketing Part VI
The First Sense: Hearing Today we discuss the last in my six part series The Six Senses of Marketing – The First Sense: Hearing. What’s the first thing you heard today? Unless you were woken up unexpectedly by a thunderstorm, a fussing child or your neighbour’s car alarm, chances are it was the sound of…
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The Six Senses of Marketing Part V
The Second Sense: Sight Today is the fifth part of my Six Senses of Marketing series, with Sight: The Second Sense of Marketing. Take a moment and mentally describe your home to me. Chances are you’d describe what it “looks” like; the size, shape, colour, and textures. Visual elements are usually the first things we…
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The Six Senses of Marketing Part IV
The Third Sense: Scent Today is the fourth part (I’m going in reverse for those just joining) of my Six Senses of Marketing series, with Scent: The Third Sense of Marketing. A quick recap for those just joining, we’ve been discussing how we can look to create an experience for our customers utilizing each of…
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The Six Senses of Marketing Part III
The Fourth Sense: Touch Today is part three in my six part series called The Six Senses of Marketing where we’ll be discussing the fourth sense “Touch”. Touch is an often overlooked sense. We get wrapped up in the sights and sounds of things around us that we don’t think about how think about how…
