In a 2017 study 6 participants were shown a promotional message that reflected a percentage off the price of a product. There were different variations of this message, some that showed the offer was for today only, for one week only, or had no expiration at all. While hooked up to an fMRI scanner, participants pressed a button if they wished to purchase the product they were presented with. Each time they chose to buy...
The golden age of sonic branding was during the early days of radio. Without any visual clues and cues, sound had to carry it all. Then with the introduction of sound films, innovation continued with music and sound effects as well. Everyone knew what was coming after hearing the MGM lion roar.
The barrier for sustainability is price. Typically, this is blamed on consumers. Marketers say to themselves that consumers are not living up to their values, because if they were, they’d prioritize sustainability and pay for it. So, the job for brands is defined as getting consumers to follow through on good intentions. This involves segmenting consumers by sustainability attitudes to develop marketing appeals.
In our post-pandemic world, brands are dealing with changed customer behaviors. Attitudes about and usage of technology leap-frogged decades. How and where we work together is now very different. How we buy foods and beverages has altered dramatically.
Once a brand is well positioned, the one enduring challenge that marketers face is making sure that everything associated with the brand is consistent in the minds of the target audience.
