Author Archives: Christine DeFazio

Christine DeFazio, the director of the strategic insights team at DAC, joined the company in July 2022. With a background in brand building, particularly in the consumer packaged goods (CPG) sector, she brings invaluable expertise in uncovering human truths and insights that are crucial for developing exceptional brands. Christine cherishes the opportunity to collaborate with an exceptional team of brilliant professionals at DAC, encompassing media, content, strategy, and more. She finds great joy in working alongside these talented individuals who collectively strive for excellence in their respective fields. With over 20 years of experience in the industry, Christine's wealth of knowledge greatly enhances her contributions to DAC's strategic insights endeavors.

Humans or AI: Who produces the best personas?

The practice of creating personas has long been a valuable tool for gaining insights into consumer behavior and preferences. The analysis of a large data stream—coupled with interviews and survey—is an excellent way to establish workable audience profiles. With the latest advancements in generative artificial intelligence (AI), marketers can now use tools that instantly leverage […]

Brand equity: How to defend your reputation in tough economic times

In our hyper-competitive age, digital brand equity is more important than ever. It denotes the value of your brand name and the sway that your company name has with consumers. Well-established companies with positive brand equity will be more likely to retain their customers, can command higher prices for their products and services, and will […]