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12% actively seek to be first and feel superior This is the eleventh of 20 daily THOUGHTS examining emotions in marketing. Recent research in the United States found that 12% of consumers admit to wanting to be first and to be seen as superior when making a purchase. This study also found that 11% of […]

12% actively seek to be first and feel superior This is the eleventh of 20 daily THOUGHTS examining emotions in marketing. Recent research in the United States found that 12% of consumers admit to wanting to be first and to be seen as superior when making a purchase. This study also found that 11% of consumers surveyed wanted to be seen as wise and knowledgeable when making a purchase. While earlier research suggests that less than 3% of consumers are true ‘trendsetters’, this recent study indicates that a much larger number want to ‘feel’ that they are trendsetters. They want to  feel superior, wise, and knowledgeable. Being first, or at least among the first, is a powerful and irrational driver of human behaviour, as is the need to feel like a trendsetter. It is an emotion that many businesses such as Apple, Nike and Microsoft tap into very successfully as…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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