Building Strong Brand Assets

Since the first person scratched their mark on a pottery bowl successful businesses and marketers have known the power of branding.  Branding helps consumers identify their products in a crowded market, signify the quality and product experience, and for a few select brands can become a key part of the product in their own right. […]

Creating Motivating Product Claims

Imagine you are on holiday and you need to buy milk.  Nothing fancy; just milk.   After entering a store, you find your way to where the milk is kept.  There are three brands and none of them are familiar.  They also all have a same price for the size you want.  Which would you buy?  […]

Creating Persuasive Communication

It is a truism of marketing that you need to match your message with your customers’ mindset.  Understanding their mindset helps us to understand why a feature is valued and how to frame those features to create persuasive communication.  So how do we go about understanding a consumer’s mindset in such a way that helps […]

Uncovering the Right Brand Expression: Building a Brand Positioning

Branding has many functions that go beyond its most basic requirement of identification of a product.  Branding when done well frames what consumers can expect from a product and can become an important part of the proposition itself.  While creating a brand experience independent of the product is not always the goal of marketing, creating […]

Using Market Insights in a Brand Reputation Crises

It seems like every week another company who you would think would know better, finds a new and creative way to undermine their business through unethical practices, unchecked rouge employees, or just finding they are seriously out of steps with the values of the rest of society.  The latest mega-crises with VW using technology to […]

How Perceptions of Risk Shape Brand Choice

Brand choice is about prediction.  What will the brand deliver? While a brand could deliver many things, rarely is anything certain.  Consumers know this, and where there is uncertainty it is a driver of many of their emotions during and after making a decision.   While a consumer may not always voice their choices in terms of […]

Understanding and Using Consumer Behaviour Rituals in Marketing

When you think of ritual behaviour what comes to mind?  Maybe it is the ancient chants and symbolic behaviour of priests or other religious figures or maybe the quaint traditions of people in some idyllic holiday location.  Chances are you did not think of how you make tea or coffee, or how you may make your […]

Random Acts of Service: Would your customer service pass the Turing Test?

Who is likely to give you the best customer service, a human or a robot?  While the answer may seem obvious (hint: the human!), automated services are hard to beat for routine types of services.  These automated procedures are the backbone for customer engagement throughout the customer journey and increasingly include communication and promotion activity.  […]

Seven Ways To Get The Best From Your Brand Tracking

Brand tracking studies, whether done continuously or periodically, represent one of the largest research investments a company makes. With such a large investment and with outcomes that impact significant investment decisions, it is critical that companies maximise the potential for insights they receive from their research that deliver competitive advantage and brand growth.
Based on experience as both […]

Understanding Emotional Engagement In Your Advertising

Sitting comfortable at home, Karen sat looking at an advert on her laptop. The advert was like many others; there was a voice over, various people playing out some scene, a pack shot and then the advert ended and so did a little red light at the top of her screen. Karen then clicked a button […]


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