Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then like your brand, and finally trust your brand and feel an emotional connection to it. People become emotionally connected […]
How Brands Make Emotional Connections Read More »
Most purchases are emotional decisions, subsequently rationalized. The above statement is something of a mantra amongst advertising execs, and eliciting an emotional response from consumers is their holy grail. Emotional connection fuels viral campaigns, promotes brand loyalties and drives sales. Connect the dots, watch the dominoes tumble. This just leaves the sticky question of how, exactly,
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The market for coffee, tea, cocoa, and other such beverages is heating up. June 24, 2020Jeff Grogg, George Squire, and Lynn TownsendKEYWORDS coffee and tea / drink mixes / hot chocolateOrder ReprintsNo Comments The hot drinks market topped $250B globally in 2018, and is expected to maintain an annual growth rate of 6% until at least 2025. Consumers drink hot beverages on
The Hot Drinks Market: Some Like It Hot Read More »
Snack food consumption has increased by +8% during the pandemic as consumers seek comfort through savory and sweet snacks US consumers have historically turned to snack foods for comfort and enjoyment during challenging times, like the Great Recession, but this behavior has been heightened during the COVID-19 pandemic, reports The NPD Group. Given both the
US Consumers Stockpile Indulgent Treats During COVID-19 Pandemic Read More »
The SEO community is always looking for new ranking factors and we have discovered over two hundred of them so far. But there may be hundreds more actually used by Google. Luckily, we don’t have to work on all of them. Most have very little weight in SEO and are often used as tie-breakers rather than ranking
8 major Google ranking factors — SEO guide Read More »
In the digital age, we are constantly surrounded by bleeping phones and notification alerts. The onslaught of incoming communications can seem incessant and unceasing. Most modern consumers are surrounded by distractions, and marketers have a tough job helping their brands catch the attention of prospects. Related: Create strong emotional connections with your brand story Often,
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The fast-moving consumer goods (FMCG) sector is one of the most volatile and toughest categories in which to succeed and sometimes considered the birthplace of modern branding. The competition has always been fierce and the fight for wallet share never more challenging then it is now. Today’s FMCG industry is a multi-billion dollar sector that’s typically
FMCG Branding: Going for Gold with Fast Moving Consumer Goods Read More »
The Fast Moving Consumer Goods industry covers the household items that you buy when shopping in the supermarket or a pharmacy. ‘Fast moving’ implies that the items are quick to leave the shelves and also tend to be high in volume but low in cost items. The products are ones that are essential items that
How does an FMCG giant like Mars bring its brands to life for consumers? How does it respond to the challenge of tapping into the growing online market? Victoria Hattersley spoke to Richard Walzer, Head of Design, EMEA at Mars Wrigley – the corporation’s confectionery arm – to get an insight into the company’s approach
Mars Wrigley: Insights into FMCG brand-building Read More »
Have you heard the story about the tortoise and the hare? From how I remember it, they were about to compete in a race against one another. When the race started, the hare single-mindedly sped through with all his might and encountered many challenges along the way, while the tortoise made small, steady, measured steps
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