managing consumer behaviour – tip 3

The power of INSECURITY You may have seen the episode of the ABC series RAKE where the central character Clever Green, has wine thrown in his face after he un-leased a tirade on them criticising amongst other things their ego driven motivation for driving their kids to school in a Porsche 4 wheel drive. Research […]

The power of INSECURITY You may have seen the episode of the ABC series RAKE where the central character Clever Green, has wine thrown in his face after he un-leased a tirade on them criticising amongst other things their ego driven motivation for driving their kids to school in a Porsche 4 wheel drive. Research has found that the line of 4 wheel drives outside of the school each morning as mum drops off and each afternoon, as mum picks up, the kids is all about insecurity. That may not surprise you. What might surprise you however is that insecurity does not relate to road safety but to ego. In other words while drivers of 4 wheel drives, and in particular female drivers might tell you that it is all about safety – it is not. Indeed, on the open road a 4 wheel drive is LESS SAFE than a…

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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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