BRAND EQUITY & QUALITATIVE RESEARCH

When speaking about brand equity we want to focus our attention on our base of research that provides factual information that contributes to raising brand credibility. These sources influence consumer behavior. The value directly or indirectly accrued by these various benefits is often called brand equity. Brand equity refers to consumers being aware of the brand that emphasizesContinue reading “BRAND EQUITY & QUALITATIVE RESEARCH”

THE POWER OF STORYTELLING

Branding has come a long way from a trademarked logo. Consumers in this new era want to believe in your brand and marketers must find a way to captivate and conquer consumers with a voice and a reason. Marketers must develop a connection to consumers and link the values both brand and consumer share. StorytellingContinue reading “THE POWER OF STORYTELLING”

WE’RE NOT JUST CONSUMERS, WE’RE HUMAN

Finding genuine human insights on why we do what we do the way we do it is based on more than just numbers and data. What makes your consumers human? How does your target audience operate based on their needs and desires? Emotion, survival, society, and understanding the empathy behind actions and clicks is neededContinue reading “WE’RE NOT JUST CONSUMERS, WE’RE HUMAN”

MARKETING & THE FAMILIARITY EFFECT

Human beings tend to instinctively prefer products that they have been exposed to more often, this is a well know science. Naturally the new and unknown are what humans tend to shy away from, therefore as marketers it is important to understand the familiarity principle and come up with strategies that will increase brand awareness within thisContinue reading “MARKETING & THE FAMILIARITY EFFECT”

CHOOSING THE RIGHT PROMOTIONAL MIX

To achieve the marketing goal you have in mind for your business it takes a lot more than a couple brainstorm sessions. It requires a polished strategy with the right tactics and the combination of methods that will actively generate the influence in consumers purchasing decisions. When you are promoting a business, I want youContinue reading “CHOOSING THE RIGHT PROMOTIONAL MIX”