Published in Crain’s by Laura Sheridan, President of Viva La Brand: Consumers have changed how they shop, work and live; marketing must change, too.

COVID-19 has changed consumer behavior. At-home working, at-home entertainment and at-home dining have necessitated a change in shopping and buying that many analysts predict will remain for the long term. Maintaining the same marketing strategies that worked prior to the pandemic likely won’t yield the same results going forward. If you’re committed to building long-term relationships with your customers, then you must pause and ask: What can we do to ensure our brand stays relevant…

Viva’s Blog: 5 Marketing Tips (from Sunny)

Meet Sunny! Sunny, our first dog ever, arrived on the scene last week. As it turns out, puppies and marketing have a lot in common: both require research, a data-driven strategy, and disciplined execution of that strategy. Marketing Tip #1: Establish trust. Before you can ask a prospect to try your product, visit your website, register for a webinar or schedule a call, you must create trust. Trust is about keeping promises. Communicating openly. Keeping…

Viva’s Blog: Are you data-rich but insights poor?

Great data is crucial to understanding your customer. However, data alone won’t result in a win for your brand. Data are the raw materials needed to produce insights, the heart of effective advertising. It’s insights that enable you to develop messaging to create an emotional connection with your customer. So, once you have the data to develop insights, how do you determine if the insights are GREAT? Here are examples of companies that have used data to…

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