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THE RESEARCH SUGGESTS – LOVE WILL NOT CONQUER ALL An amateur philosopher once suggested to me that there are two primary driving forces in life – love and fear. She suggested that every human behaviour or trait has its roots in one of these two forces. I am not sure this is so, but I […]

THE RESEARCH SUGGESTS – LOVE WILL NOT CONQUER ALL An amateur philosopher once suggested to me that there are two primary driving forces in life – love and fear. She suggested that every human behaviour or trait has its roots in one of these two forces. I am not sure this is so, but I am sure that fear is a very powerful influencer and even driver of human and therefore consumer behaviour. While it may not always or even often be recognised fear is a powerful driver of purchase behaviour. In this article, I will address three common fears: Fear of loss. Fear of difference. Fear of failure. Experimental research has found that fear of loss is twice as potent as a driver of behaviour as desire for gain. This can be readily demonstrated in our differing responses to a $50 parking fine. Most people get distressed when they…

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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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