An analysis of 55 US corporations found that brands that grew differentiation between 1993 and 1995 also grew operating profits significantly more than brands that failed to grow differentiation, and more than brands that merely increased salience.
-Du Pleiss, Advertising Likeability, Admap, UK, October 1998.
Brands deliver loyalty, flexibility, value…they do this by connecting products and services to emotions.
People are emotional beings.
They feel first, think second.
Feelings affect rational thought.
Most purchase decisions are emotional, justified with rational thought later.
In 2002 Daniel Kahneman of Princeton was awarded the Nobel Prize for Economics. His work, for the first time, recognized that it’s the power of emotions and a person’s psychological makeup that are the key determining factors in buying behaviour.
Read moreBrand will become the most powerful strategic tool since the spreadsheet
People are emotional beings.
They feel first, think second.
Feelings affect rational thought.
Most purchase decisions are emotional, justified with rational thought later.
In 2002 Daniel Kahneman of Princeton was awarded the Nobel Prize for Economics. His work, for the first time, recognized that it’s the power of emotions and a person’s psychological makeup that are the key determining factors in buying behaviour.
Brand will become the most powerful strategic tool since the spreadsheet
Marty Neumeier, author “The Brand Gap”
WHO DESIGNS THE BRAND?
Designing the brand is a team effort – like making movies. Many people should be credited with the creation.
The design of a brand requires serious research and understanding of your customer and prospect needs, examination of what is being offered by your competitors and how those offers are being communicated. Business owners need to answer these questions and provide them in an executable brief to their designers. This is the job of your marketing people (in a small business it is the owner) or their marketing agency or consultant.
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