How Stereotypes Weaken Brands
Stereotypes make everything about storytelling easier.
NEW THINKING
Stereotypes make everything about storytelling easier.
At some stage, many marketers will be called upon to explain why a brand change is needed. Here’s how to frame the business case as a story, using a combination of learnings from this article on the uptake of slow ideas and Freytag’s Pyramid.
“What adjacencies should we enter?” Over the last decade, this question has become synonymous with asking, “How should we grow?” in almost every major company around the world.
Back in May, Emmanuel Probst shared that brand growth requires a full-funnel approach. While this is true for all brands, it becomes especially critical in B2B, where purchase cycles are usually much longer and involve multiple people with different responsibilities around the final purchase decision.
Recently, University of Chicago professor Richard Thaler was awarded the Nobel Prize in Economics for his work on the decision-making habits most people are prone to when it comes to making purchase decisions.