Knowledge-Based Creative Part 5: Left-Brain Creative (jschmid.com)

A while back I wrote a blog about price as an often-overlooked brand positioning tool. Marketers are always looking for ways to influence how consumers perceive their brands in an effort to build relationships that are more than simply transactional. They know that effective brand positioning helps separate them from the competition and not just capture, but keep a larger share of both consumers’ minds and wallets. Here are six of the most common positioning strategies that companies use. Depending on the product category, some will be more effective than others and all come with some potential drawbacks. Learn more at: https://www.jschmid.com/blog/lets-talk-about-brand-positioning/

Web accessibility lawsuits are occurring at an alarming pace. Understanding the legal and technical guidelines of what is mandated is often tricky and confusing. Although the ADA (Americans with Disability Act) laws don’t formally specify compliance with the Web Content Accessibility Guidelines (WCAG) set of technical standards, private business sites have to be accessible, and it’s well-accepted that compliance with WCAG is the best way to achieve that standard. Unfortunately, this growing trend in claims is also due in part to the significant complexity in implementing the WCAG guidelines. As a result, the painful reality is that the majority of sites do not meet these standards. Resolving issues manually or without technical expertise can be a struggle or even cause additional accessibility problems. Further complicating matters is that by its nature, ecommerce is driven by dynamic change, continually coming in from all directions. Often, the number of people contributing to the site increases the challenge to remain in compliance. In this environment, not having a plan to protect your business from these accessibility claims could leave merchants with significant legal exposure.

Are you a faceless brand? Are you talking to your customer in an authentic, meaningful way? Studies in neuroscience have proven that 95% of all buying decisions are driven by emotion, not logic. We’re all drawn to products or brands for much deeper, primal reasons. Hear from J.Schmid President and CCO, Brent Niemuth, on what those primal reasons are and what you and your brand can do to appeal to deeper emotional instincts.