Going Outside the Frame

There is an OOH (Out-Of-Home) advertising at one subway in Toronto. Benylin is a medicine available at the Shoppers Drug mart. Advertisers intentionally drew its figure outside the frame to communicate that the pill is strong. Although this is less shocking than VolksWagen in the ski resort or AIA in Bangkok, going outside the frame will successfully attract attention by…

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Bridging the Chasm between Design and Marketing

Although integrating design and marketing is critical for successful new product development (NPD), there has been a limited attention to the potential problems that arise during the NPD process and their possible solutions in academic literature. In order to narrow this gap, our study conducted a series of surveys of an interdisciplinary class project between…

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Behavior Change in University Education

Historically, a professor distributed its course outline with a textbook (e.g., Principles of Marketing) and students bought it at a convenient place (e.g., book store in the campus). This pattern is now dramatically changing. First, students change their book purchasing behavior. The book store in the campus are now facing the price war with online…

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Two Different Ways to Play with Words

University of Toronto has two interesting institutes: Martin Prosperity Institute and Best Institute. The former is an academic place for the global-scale prosperity and inequality. Its research papers discuss the creative classes and cities (Richard Florida), the integrative thinking and strategies (Roger Martin), and the global crowdsourcing for problem solving (Don Tapscott). The latter is a relatively…

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Expert Products, Novice Consumers

Crate and Barrel, one of my favorite stores following Pottery Barn and Williams and Sonoma, has a section called “Everything You Never Knew You Needed.” It introduces highly specialized kitchen utensils including jar spatula, melon baller, strawberry huller, avocado slicer, dual citrus squeezer, egg timer, and herb scissors. At first, they look useless for many who…

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