“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” ~ John Stuart, Chairman of the Quaker Oats Company
Once triggered, the Customer Buying Journey can be categorized into one of three modes, each of which tends to dictate the nature and complexity of that buying journey.
In his book, Branding with Brains: The science of getting customers to choose your company, Tjaco Walvis from the Netherlands formulated what he calls the ‘algorithm in the brain’ that makes the brand choices, in much the same way Google uses an algorithm to search the Web.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere.
Everyone’s heard stories of great brand names chosen randomly from a hat full of employee suggestions, from the pages of a dictionary, or from an all-night brainstorm.
