In this concise but valuable post, Susan Meier explains how looking at a brand through the lens of empathy can inform and build strong brand relationship marketing strategies. Empathy is the ability to understand and share the feelings of another. It’s putting yourself in their shoes. And it’s the key to good branding, because the brand relationship is built on understanding the customer’s world view and desires.  Hey, you got a lock? Would you make a key and then…

  In this podcast, Susan Hamilton and Ethan Beute discuss brand psychology and how your breakfast cereal makes you feel about yourself.  Much like having a relationship with another human, a lot of it is about how that other party makes you feel about yourself. Or how you are able to see yourself via that other party.’ You know, I think the customer experience is very much about the relationship that you are building with your customer. In fact, I…

Umbrex is pleased to welcome Surbhee Grover with Steel & Graffiti Strategy consulting. With 18 years experience in consulting and brand management, Surbhee Grover provides growth strategy, innovation, digital and marketing advice to leading companies across consumer oriented industries (incl. food & beverage, beauty/ cosmetics, education, hospitality, luxury and digital media). She gained considerable experience during her six year tenure with Booz & Company (2004-2010). Her work has included projects such as the development of an innovation strategy & processes…