The Ledger
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Gaskins: Consumer insights fail when decoupled from cultural context
“Where most people miss is that also take those traits and apply it within like a cultural context. So some brands exist in the spirit of like, they gather insights about their brand or they gather insights around the consumer, but where they miss the mark is t…”
Gaskins: Court sport endurance stems from drill repetition, not distance
“The endurance comes in like the drills. So while you may run a hundred miles nonstop, I'm out drilling for three hours. So it's not, I'm not going the distance that you're going, but I'm doing the repetition of something over and over and over and over and ove…”
Gaskins: Effective branding requires emotion, quality, and identity alignment
“There's what, and I call it like the EQI effect. So it stands for emotion, quality, and identity. The best brands, when you think about Nike, You think about the brand, Peloton, the brands that you really love and adore. They connect with people on an emotiona…”