Author: Elizabeth Krecker

A glass of beer. Is it local or global?

The Global Plan to Crush Local Beer

January 24, 2017  |

Global branding that capitalizes on economies of scale should be viewed as a long-term expectation of businesses and have its own place in strategic planning today. That said, more than 75 percent of respondents say that a brand’s country of origin is as important as or more important than nine other purchasing drivers, including selection/choice, price, function and quality, according to findings from the Nielsen Global Brand-Origin Survey released in 2016.

So, which is most important: global or local?


How Starbucks Revolutionized Coffee

January 10, 2017  |

The humble cup of coffee. My family has been drinking it since World War II. Torrid cups of hot, burnt-tasting, bitter black fluid. Over breakfast, after dinner, with eggs and toast or with dessert, coffee lay at the heart of our every day lives.

Founded by three men who met while they were university students, Starbucks first launched in Seattle in 1971. And changed coffee forever.


Happy New Year from Krecker & Company!

January 2, 2017  |

Predictions for marketing in 2017 offer everything from getting back to the basics of the marketing discipline to exploring the exotic world of virtual reality. We have been just as diverse in our first year at Krecker & Company, exploring everything from the history of infographics to new trends in automated behavioral marketing.


History of infographics

Infographics Part III: The Evolution of Infographics into Deep Data Visualization

October 31, 2016  |

Even though the first infographic appeared 30,000 years ago on a dark, damp cave wall in southern France, in today’s fast-paced visual world, infographics are packed with data, painted with color, and move with history. Infographics have found their day in the sun.


Causes of death during Crimean War, 1854-1855

Infographics Part II: Data Visualization Before the Digital Age

October 24, 2016  |

Cave wall art led to symbolic paintings telling timeless stories about life, work and religion on walls, pottery and papyri. Art next evolved into realistic illustrations, starting with the ancient Greeks. While this art also told a story, we saw little data visualization. Why? Humans were becoming more realistic, however, data visualization was rare because data was rare.


Market segmentation and personalization pays off in digital marketing

Implement Smart Market Segmentation into Digital Marketing Plans

October 10, 2016  |

According to Kahuna, more than 35 percent of U.S. business-to-consumer marketers say that building a comprehensive single view of each customer across all sales and marketing channels is an extreme challenge. I’m surprised this number isn’t much higher. Maybe we marketers aren’t being entirely honest with ourselves.