Branding
The Biggest Problem Marketers Face? Brand Unawareness
The pathway from being initially aware of a brand to buying that brand can be complex, and it differs for different brands. Some customer journeys might be best captured by a three stage path from awareness to purchase while others might have a five stage path that includes repurchase, and so on.
What to Do When Your Customers Aren’t Shopping
A recent study by the Ehrenberg-Bass Institute of Marketing Science found that only 5% of big ticket item shoppers are in the market at any given time. This finding points out a big difference between the way consumers think about high involvement purchases.
Your Brand in the Mind of the Customer
When we talk about “brand” we’re often talking about the perceptions that our customers or audiences have about our product. And as marketers, we understand that the customer’s perception is shaped by many factors, like the logo, the packaging, the advertising, and the experience surrounding the product.
Marketing That Wins More Than Awards
Advertising awards have been big for a long time. The award show is a much anticipated event, and everyone loves to take home a trophy to celebrate the great work they did.
How Important is Brand Strength to Your Bottom Line?
Recent research reveals that the percentage of non-marketers who believe brand strength is very important to key financial priorities, such as future cash flow and increased profitability, is alarmingly low. Why is that?
Why We Pay Attention to TV
Marketers are keenly interested in the amount of attention received by their advertisements, yet they’re also aware that attention is difficult or sometimes impossible to measure.
Why That Ad Sucks: Marketing and Memory Science
Only 16% of advertising is remembered and correctly attributed by consumers. Yes, you read that right. Consumers don’t remember the majority of ads they see, and when they DO remember the ad, they can only identify the brand 40% of the time (Sharp, 2010).
Two Key Components to Marketing Success
We’ve been talking a lot about the role of distinctiveness and differentiation in marketing lately. And rightly so, since these two components critically work together to create effective ads and help brands grow.
Inflation and Price Increase: What Marketers Need to Know
Recent Google Trends data shows a huge spike in individuals searches around the term “inflation.” At the same time, many marketers are aware of increases in pricing within their organization as a result of factors such as the packaging, production, transportation and supply of goods.
How the Availability Heuristic Hurts Your Marketing Strategy
As marketers, it’s critical that we’re able to get an accurate read on customer behavior and customer psychology.
