12 Common Biases and How They Influence Decision-Making
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12 Common Biases and How They Influence Decision-Making

People are not rational decision makers. Quite the contrary we are highly irrational in almost everything we do. That’s because despite best intentions to remain as objective as possible there are just so many things that influence us in any given moment — both on a conscious level and on a broader emotional and subconscious…

11 Promising Alternative Social Medias to Build Your Brand

11 Promising Alternative Social Medias to Build Your Brand

Established social media platforms such as Facebook, Instagram, Twitter and LinkedIn can be a great vehicle for building your brand. But it can be tough for brands to stand out and amass a following, especially if you are small. Most of the established platforms have shifted to a pay-to-play model where organic reach is almost…

Marketing ROI: When It’s Useful & When It’s Misleading
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Marketing ROI: When It’s Useful & When It’s Misleading

Marketing ROI appears to be lauded as the go-to metric to measure the effectiveness and efficiency of your marketing initiatives. Though definitely useful, marketing ROI can also be misleading and undermine your brand performance in the long run. You need to make sure only to apply marketing ROI when it’s appropriate to do so. When…

Why Attractive Packaging Design Is Important for Your Brand

Why Attractive Packaging Design Is Important for Your Brand

Attractive packaging design is important for your brand. It helps you stand out, consumers prefer packaging they feel is aesthetic, it creates certain expectations of quality and has priming effects, and converts at the point of purchase. Attractive packaging stimulates the senses and works on a subconscious level to ease consumer decisions. Packaging is one…

7 Powerful Benefits Of Brand Communities That Increase Profit

7 Powerful Benefits Of Brand Communities That Increase Profit

Brand management is moving towards a more open and collaborative approach that embraces brand communities. The benefits of brand communities are many and versatile. Whether through increased consumer satisfaction and fulfillment or direct brand affects, all help in improving the profitability of the organization. Goodbye, ivory towers. Hello, brand communities! If you follow the marketing…

How brands use co-creation
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How brands use co-creation

The Co-Creation Continuum is a good model to gauge how brands use co-creation. It ranges from a sporadic approach that sees co-creation as a tactical market research tool to a systematic implementation of co-creation as a strategic collaborative innovation method. Most brands use co-creation more tactically Brands are a process. The process can take on…

Case study: Stimulating the customer journey
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Case study: Stimulating the customer journey

“If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.” Court, Elzinga, Mulder & Vetvik[1] in The Consumer Decision Journey Brands need to have knowledge of their touchpoints if they are to be able to influence the moments that matter. Stimulating the customer journey is impossible if you…