Customer Engagement marketing efforts that aim to create, stimulate or influence customer behaviour differ from the offline, one-way, marketing communications that marketers are familiar with. Although customer advocacy ...
Whether your brand stands out or is forgettable comes down to how you manage it. See why you need a brand management strategy, and how simple it can be. (RT @MedleyInc: Do you have a #brandmanagement strategy?
If you fail to discover the value that you bring for real people, you’ll never get off the starting blocks. This is true whether you are B2B, B2C, B2B2C or any other combination of B and the number 2.
Logan Harris's insight:
This article really gave me a better understanding of the emotional value of brands.
As consumers we often make purchase decisions based on functional value and market value; in other words we need ‘product X’ to satisfy a need or want, and we aim to acquire it at a price we deem reasonable. Why then do we choose one brand over another when either would satisfy our criteria? This is where emotional value comes in.
This article uses sugar as a great example and as I was reading it made me consider how emotional value affects my purchase decisions. There are times when not only will I choose to buy one brand over another; I’ll actually spend considerably more to purchase “my” brand. This is because of the value that brand has to me – maybe because it’s a company’s values are close to mine, or that my decision in buying a particular brand says something about me that I want others to know. Maybe it’s simply because I love the packaging.
Appealing to consumers emotions through all aspects of brand communication is a vital aspect of both attracting new consumers as well as maintaining a loyal customer base.
Integrated Marketing Communications is a Marketing Technique that makes sure that all of your sales, marketing and prootional approaches and communications have been carefully linked with one another to execute your overall marketing strategy....
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