95% of purchase decision-making happens in the subconscious. So how do Marketers tap into the subconscious mind? Understanding brand love, how to foster and leverage a consumer’s affinity with a brand can help influence buying decisions. ‘Purchases are much more influenced by perceptions and sensations than by functional attributes’ – Gerald Zaltman, Harvard Professor. When…
Talk to any business owner right now about their biggest challenge in business and undoubtably the most common answer you will get is ‘people’. Finding the right team, keeping their best staff, and reducing the attrition rate, managing underperforming personnel are all common issues. In November 2021, the Australian Bureau of Statistics showed an increase…
At some point, organisations realise time has moved on. Growing demand for new products and services, shifts in brand perception, more increasing competition with similar offerings and new opportunities to expand into new markets all factor into the decision to review the brand. But what happens next? Do you give the brand a fresh lick of paint or a…
The importance of brand equity has been recognised in marketing literature for at least three decades as an intangible asset that promotes strong performance. Furthermore, brand equity is proven to impact brand loyalty and the company’s financial value. But which marketing functions influences brand equity the most? A 2018 research paper by Joo-Eon Jeon from…