Brand & marketing

A: Exactly. Most consumer choices are done without deep thought. People don't have the time, energy, or inclination to assess the ramifications of every brand decision before they buy. The fact that people are not as sensitive to brand variance as we think makes strong brands more powerful, not less.Ironically, the less energy people spend

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So, let’s be clear, because the nuance of Field and Binet’s work is often lost on those critiquing it. The ‘long’ and ‘short’ are not as binary as the authors portrayed them to be. Not because the godfathers of effectiveness were naïve about these things, but because they were trying to create clear conceptual daylight that would help marketers

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New Car Brands & Electrification

• In the electric vehicle market, brands previously considered also-rans (like Kia and Hyundai) are now seen as forward-thinking.


• This is because they embraced electrification, while legacy brands were slower to adapt.


• Consumers may perceive brands that specialize in one thing (like EVs) as better than brands that

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M&S Food Porn

• Marks & Spencer's food advertising uses slow-motion visuals of food, dubbed "food porn," to trigger primal responses.


• This technique, focusing on food in motion, dramatically increased sales, exemplifying multi-sensory marketing.

Transcript:

Phil Barden

So my second example is Marks& Spencer's in the UK, which is an upscale retailer. And

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But also acquiring a market orientation means we – as marketers – have a responsibility in our organisation to challenge wider, popular, but potentially misleading relationships to the product.

Part of our role is to know and explain how the way that wine is represented in popular culture - or at least image searches on the internet - is also not

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Gaining Mental Availability

• Focus on gaining mental availability before trying to persuade.


• Most marketing tries to persuade as if already in the room with the customer.


• Being distinctive is key to gaining that mental availability.


• Ensure your brand is distinctive, on message, and presents as what people need.


• This is the first step before even

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