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…
Have you started mapping out your 2022 Marketing Plan? It’s that time of year again. Temperatures are creeping up after the cool of winter as we start to forget about the strange year that was and plan for a hopefully not so peculiar year to be. That’s right, it’s Q4 strategic planning time and marketers around…
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…
It’s the reason you’ll pay double for a product as opposed to its identical yet generic equivalent. Take GlaxoSmithKline’s “Panadol” versus Coles “Paracetamol” as an example. What exactly are you paying double for? Four things: Image, meaning, feeling and resonance. And those are the exact features renowned marketing professor Kevin Lane Keller used to develop…
You’ve all heard all the usual brand strategy terms such as Brand Vision, Brand Mission, Brand Purpose, and Brand Value. Too many companies embark on the feel-good exercise, populate templates and print words on walls without fully understanding their value, how to build success from them, and how to translate them from words into actions. …
In the world of brand protection, there are many aspects business owners should understand and consider before launching a business, product, or service. We live in a very competitive world, and new brands are being launched into the marketplace every day, worldwide. With this in mind, it’s important for business owners to create a distinctive…
Earlier this year (just one millisecond before the pandemic) it was fairly easy to characterise the Millennial. They were individuals seeking career mobility. Freedom meant traveling and looking after their health. Happiness was being with friends and family, and success means increasing personal wealth. They were also worried about building financial security, highly concerned about…