Participation isn’t enough. Having a more clear-sighted view on people’s real world buying behaviours and thus which consumers actually matter to the generation of revenue and profit begins to gives us a framework for thinking about participation. The… Read More

Our rational mind is always looking for evidence to support our dominant beliefs… the stronger the emotion, the stronger the belief, and the greater the tendency to seek out supporting evidence. This confirmatory bias is why we often… Read More

When people buy T-shirts just for the logo on it, it shows how much people care for that brand – and is another source of revenue for the company. Brand Jam by Marc Gobé

Advertising is most successful when it seeks to increase penetration, not loyalty. The Participation Paradox by Martin Weigel citing Charles Graham

The more we are exposed to a brand the more we like it. The number one drive in human behavior and biology is homeostasis, or the seeking of the same stable, balanced, predictable state. All consumers find a… Read More

The importance of occasional buyers who don’t buy you often and aren’t devoted to you is further underlined when you look at which consumers matter most to brand growth. To grow, you need to recruit lots more new… Read More

Design is about solving problems that humans have, not problems that products have. Mills Baker. “Designer Duds” (via peterspear)

Emotional strategies based on a sincere promise cost less than others, since you build a loyalty with your guests that helps to avoid larger communications dollars. Brand Jam by Marc Gobé

Playing the price game can come at tremendous cost and can create a significant dilemma for the company. The short-term gain is fantastic, but the more you do it, the harder it becomes to kick the habit. Once… Read More

The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information. This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’ Consistency and… Read More

There are only two ways to influence human behavior: – You can manipulate it – You can inspire it Start With Why by Simon Sinek

Most people aren’t exclusively loyal. Most people aren’t devoted to a single brand and are very happy to buy regularly from a range of brands. They have their loyalties. But they are polygamously loyal. And this is reflected… Read More

Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’ Increasingly advertisers are choosing to spend their investments often in the… Read More

Learning where online customers skip through content or that they fail to reach potentially important information at the bottom of a page can enable specific weaknesses to be identified. Consumer.ology by Philip Graves

Emotional identities start with a well-communicated personal dream. How can you make people dream if you are not a dreamer yourself? Brand Jam by Marc Gobé

Identifying how long visitors to a site spend on each page can reveal how well it is serving its function of helping them find their ultimate destination on the site and how engaged they find it when they… Read More

Most people don’t know your brand very well. Half of all brand knowledge is concentrated amongst 20% of buyers and the remainder is spread thinly across the remaining 80% of buyers. So it emerges that a few people… Read More

In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer’s mind. Tom Peters. Quoted here: “Why You Must Prove Your Brand Has Asset Value” by David… Read More

Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you. Loyal customers often don’t even bother to research the competition or entertain other options. Loyalty is… Read More

Depth of character is absolutely counterintuitive for brands, which usually champion one or two attributes and miss out on chances to humanize themselves and captivate consumers. Sandy Thompson, Global Planning Director, Young & Rubicam The Year of Fearlessness: Brand… Read More