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 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. How do emotions help in the decision process? […]
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 […]
How to write a marketing plan Write a marketing plan and prepare your start up. Several steps need to be taken to do this. 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 […]
Brand-DNA 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 […]
What is creativity? Create activity First of all, creativity is not art related. Take Albert Einstein as an example. He was a mathematician but also one of the most creative people in history. Creativity is a high-risk, high reward concept. To publicly display one´s idea for others to critique and judge, one needs to be […]
What are 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 […]
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