Psychology of Consumer Behaviour
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Psychology of Consumer Behaviour
Why, oh why do we buy?
Curated by k3hamilton
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MediaPost Publications Study Ranks Brands' 'Human' Quotient 09/27/2013

MediaPost Publications Study Ranks Brands' 'Human' Quotient 09/27/2013 | Psychology of Consumer Behaviour | Scoop.it
Study Ranks Brands' 'Human' Quotient - 09/27/2013

"Engaging" with socially-empowered consumers is no longer enough: To survive and thrive, companies and brands now have to be "human." 

"....Brands identified as leaders in this human model share several traits: They have a deep cultural trait of customer empathy; they "talk and act like people"; they are "open, real and even flawed"; they "aren't boring"; they "care intensely about little things"; and they empower employees to "be the brand." "

k3hamilton's insight:

now brands have to be human..have authenticity, empathy and vitality..yikes..they say welcome to the Human Era..I say welcome to the totally artificial era.

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What is Branding?

This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind ...
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Emily Zhang's curator insight, August 10, 2013 10:43 PM

A brand is an intangible asset and it is also the most valuable asset of a corporation whether it is a big or small business. Every brand owner carefully manages their brands to develop the brand's reputation and recognition, thereby creating shareholder value. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colours.

 

Brand is the personality that identifies as a company, service, symbol, name, logo, slogan or design of the company who owns the idea or image. Proper branding can build brand recognition and good reputations and also result in higher sales of not only one product, but on other products associated with that brand. For instance, if a customer loves Oreo biscuits and trusts the brand, he or she is more likely to try other products offered by the company such as truffles and ice cream.

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Does the Canadian ‘brand’ need a makeover?

Does the Canadian ‘brand’ need a makeover? | Psychology of Consumer Behaviour | Scoop.it
There’s been a lot of talk lately about updating our “20th-century” image, but is it a solution in search of a problem?

 

also see Bruce Mau on redesigning Canada

http://www.brucemaudesign.com/4817/618942/work/redesigning-canada-for-the-21st-century

 

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Guinness Turns a Submarine Into a Branded Underwater Bar

Guinness Turns a Submarine Into a Branded Underwater Bar | Psychology of Consumer Behaviour | Scoop.it
What shall we do with the drunken sailor? Sign him up for a tour of duty on the Guinness submarine! The vessel comes complete with a "deep-sea bar" and Austin Powers pop-art interior design with lots of rubber discs simulating bubbles.
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Create Great Advertising with Storytelling

Create Great Advertising with Storytelling | Psychology of Consumer Behaviour | Scoop.it

**** All advertising is and always will be storytelling. Marty

Why storytelling is such an effective advertising technique and how to tell compelling stories in your smart marketing strategy.

 

Creating stories for advertising can sometimes be tricky -- you've got a short amount of time and need maximum impact in order to gain and keep those eyeballs --and make sales!

 

This article helps us understand th 7 characteristics of effective advertising storytelling, gives us a few lessons for developing your story ad strategy, and then includes a final tip/link about what not to do.

 

Nice -- solid ideas without being too long or difficult to grasp :)


Via Dr. Karen Dietz, Martin (Marty) Smith
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Dr. Karen Dietz's comment, March 11, 2012 9:44 PM
Thank you for re-scooping this Bi!
Dr. Karen Dietz's comment, March 13, 2012 12:02 PM
Thank you for re-scooping the article! Have a wonderful week :)
Dr. Karen Dietz's comment, March 13, 2012 1:33 PM
Thank you for re-scooping the article Morgan! Have a great week :)
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Valentine's Day Google Doodle

"Cold, Cold Heart" performed by Tony Bennett. Courtesy of Columbia Records and Sony/ATV.

 

Branding!

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Fastest-Growing Brands Are 'Ideal-Driven'

Fastest-Growing Brands Are 'Ideal-Driven' | Psychology of Consumer Behaviour | Scoop.it
Fastest-Growing Brands Are 'Ideal-Driven' - 01/18/2012...

"All of them, regardless of size or category, have been built on an ideal of improving lives in some way, according to a new study done by WPP Group’s global research agency Millward Brown and Jim Stengel, former global marketing officer of Procter & Gamble, and now president/CEO of The Jim Stengel Company, LLC."
Read more: http://www.mediapost.com/publications/article/165965/fastest-growing-brands-are-ideal-driven.html?edition=42346#ixzz1khJpAQtE

 

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Thought Leaders Discuss The Future of Curation & Social Media

Thought Leaders Discuss The Future of Curation & Social Media | Psychology of Consumer Behaviour | Scoop.it
We asked Mark Cuban, Dennis Crowley, Gina Bianchini, and more than a dozen others. Here's what they said.

 

This article by Dan Frommer and Jen Ortiz for Business Insider links to a slideshow with quotes from major Social Media company CEOs and co-founders, intellectuals and a Curated Twitter persona, among others about their takes on the future of Social Media. 

 

Here's just one of them, from Dae Mellencamp, CEO of Vimeo:

 

**** "The future of social media is the loss of the distinction between media and social interaction online. Mass media and social media will be seamlessly integrated across devices and platforms to offer relevant, dynamic, personalized experiences for people anywhere.

 

**Discoverability and the import of editorial curation will not be lost, but rather inherently incorporated into the environments for richer and more customized experiences."

 

The full article has many more gems and is well worth a few minutes of your time!

 

Read full article: [http://read.bi/tgVOQe]


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Branding everything: Putting a new spin on language, culture, politics

Branding everything: Putting a new spin on language, culture, politics | Psychology of Consumer Behaviour | Scoop.it
Brands are taking on a whole new meaning in the age of social media, and it’s a shift that has a host of major implications for all of us, Ira Basen writes.
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Shannon Steuart's curator insight, October 2, 2013 11:03 PM

"We  have people behaving like brands, and brands behaving like people." Great article, I definitely recommend this read.

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Why Apple Is Losing Its Aura

Why Apple Is Losing Its Aura | Psychology of Consumer Behaviour | Scoop.it
The last time I wrote about Apple was in the fall of 2012, just after the stock crossed $700 per share to make it the most valuable corporation in the world.
k3hamilton's insight:

very very interesting!

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Windows Live Brand Fades Into the Sunset - Digital Domain

Windows Live Brand Fades Into the Sunset - Digital Domain | Psychology of Consumer Behaviour | Scoop.it
Microsoft is leaving behind the once-ubiquitous, yet often confusing, Windows Live as a brand name, and renaming every product that currently features that two-word phrase.

 

"This strange marketing episode originated in the success that Microsoft enjoyed with its Xbox Live service, which was introduced in 2001. It allowed players of Xbox games to use Internet connections to play one another in real time, so adding “Live” to “Xbox” made perfect sense. In 2005, however, Microsoft executives decided that “Live” could enliven its core Windows and Office brands, too..."

 

 

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Can You Stomach These Totally Gross Sodas? Bug Bark,Zombie Brain, Dog Drool

Can You Stomach These Totally Gross Sodas? Bug Bark,Zombie Brain, Dog Drool | Psychology of Consumer Behaviour | Scoop.it
The guys and girls over at Avery Soda channeled their inner Garbage Pail Kids to come up with the flavor names for their new line of Totally Gross Sodas.
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Happy Valentine's Day, Apple! They Love You

Happy Valentine's Day, Apple! They Love You | Psychology of Consumer Behaviour | Scoop.it
Happy Valentine's Day, Apple!They Love You - 02/14/2012...

"According to a survey of 1,000 people conducted by New York-based brand agency CBX, Apple is the brand they “love the most,” followed by Sony, Coca-Cola, Nike and Pepsi/Mountain Dew. The reasons listed for loving those companies ranged from “innovative” (Apple) to “reliable and dependable” (Sony) and “great/good taste” (Coca-Cola)..."


Read more: http://www.mediapost.com/publications/article/167722/happy-valentines-day-apple-they-love-you.html?edition=43394#ixzz1mMgxGOFz

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No Logo: Brands, Globalization And Resistance | Watch Free Documentaries Online | DocumentaryZ.com

No Logo: Brands, Globalization And Resistance | Watch Free Documentaries Online | DocumentaryZ.com | Psychology of Consumer Behaviour | Scoop.it
Watch no logo: brands, globalization and resistance documentary online for free! Full video available. Great new media documentary on DocumentaryZ.com!
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Inbound Marketing on the Rise [Infographic]

Inbound Marketing on the Rise [Infographic] | Psychology of Consumer Behaviour | Scoop.it

Charu Dwivedi for Mind Jumpers brings us an excellent Infograghic by Voltier Digital on the differences between Outbound and Inbound Marketing and why Inbound is gaining in importance.

 

Charu encapsulates the shift as "Inbound marketing focuses on earning, not buying, a person’s attention"

 

In pointing to the ascendancy on Inbound Marketing, it's worth first noting the ongoing demise in traditional marketing with a couple of statistics from the Infographic:

 

***84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising.

 

***44% of Direct Mail is never opened

 

***86% of people skip television ads

 

***200m Americans have registered their phone numbers on the FTC 'Do not call' list

 

On the added allure of Inbound Marketing:

 

***Leads cost 62% less than tradional marketing methods

 

***People are in control of the information they receive

 

For me, the Takeaway is that the shift in power from marketers to consumers has gone from being a trend to a juggernaut.  There is no turning back. 

 

People will always need to buy things, and companies that can engage their potential consumers and who produce quality products or services that will pass the all important peer test, will thrive.  Shouldn't it have always been this way? :)

 

Curated by Jan Gordon covering "Marketing, Branding & Beyond"

 

Read the article and see the Infographic here: [http://bit.ly/t6nmas]


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The Future of Marketing Is Crowdsourced - What You Need to Know

The Future of Marketing Is Crowdsourced - What You Need to Know | Psychology of Consumer Behaviour | Scoop.it

Brandon Evans on benefits and importance of crowdsourcing

 

"Every two days now we create as much information as we did from the dawn of civilization up until 2003." - Eric Schmidt, former CEO of Google

There's no better stat than Eric Schmidt's to illustrate how radically the amount of information available to people has expanded. Just a decade ago, marketers were able to control much of the messaging that consumers viewed about their brands.

 

The amount of messages consumers saw was also still relatively manageable, so reaching them solely via mass media remained a sound strategy. Today, the amount and speed of information and innovation are quickly rendering the formula marketers have used over the past few decades ineffective.

 

Read more: http://www.marketingprofs.com/articles/2011/5785/the-future-of-marketing-is-crowdsourced#ixzz1WR5LrOWi


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