Let’s go to McDonald’s … there we know what we get This article is about americanization, about why it is good or why it is bad. What is americanization? The term describes the change in culture, economy, society and the people created by globalization. In a globalised world, the most developed nations with the most […]
Immersive CX by speaking to the senses
Immersive CX by speaking to the senses When customers have a positive experience with a product, a store or a restaurant, there are more likely to engage with it again. Creating great experiences can be controlled to a far greater extent than one might think. All of the human senses are important to create a […]
The effect of pricing on perception
The effect of pricing on perception You have probably heard of the 4p´s in marketing. Product, Price, Promotion, Place. Those four words give a rough overview of the tools a marketer has. But I do not want to talk about what can be done with those tools. I want to talk about psychology and perception. […]
Why we buy what we buy
Why we buy what we buy Every day, people decide to buy something that is more expensive than something else even though it fulfils the same task. We buy the 1000 Euro iPhone over and Android, even though, at least today, there is not that huge of a difference in performance anymore. But we are […]
Somatic markers and the decison-making process
Somatic markers and the decision-making process Your brain needs to filter information. It needs to filter almost everything we perceive before we consciously can even process it. Most information does not even reach the conscious and remains subconscious. Why? because otherwise we constantly would be overwhelmed. Why does emotion help in the decision process? Your brain […]
Advertisement strategies
Advertisement strategies Quantitative versus Qualitative strategy As a consumer, you encounter on average 3.000 Ads a day. Because most of the ads are not of your concern in order to live your daily life, you do not really pay attention to them. Marketers call this kind of behaviour: low involvement. It is assumed that over […]
Define your demand
Define your demand Defining the type of demand for your product is important to writing a proper marketing plan. It is basically to find out what game field you are about to enter. if you do not, you are entering a dark room with a product, you have invested a lot of money beforehand. So, […]
How to write a marketing plan
How to write a marketing plan Several steps need to be taken to write a proper marketing plan. The wonderful thing is that they all build upon each other. For the most part, the goal is to recognise the current market situation and the current companies situation to act on it. It is impossible to […]
DNA-The code we are made of
The essence of who we are. When we talk about branding, I like to compare a brand to a person. This comparison is as common as the use of the term DNA in connection with companies and brands. The essential base When we know who we are, we can act, move forward and not have […]
Brand Codes
Introduction Strong brands and communication acts to 95% on the implicit systems of our brain. Brand codes are the signals people receives when encountering your brand. Every advertisement carries multiple brand codes that are either explicitly or implicitly processed by the viewer. Thereby all codes are classifiably as one out of four categories. To resonate […]