What brand do you think of when you hear ‘George Clooney’? And ‘Michael Jordan’?
Exactly, Nespresso and Nike! These are both brands that have successfully implemented celebrity branding.
Many organizations use this type of advertising. But does every celebrity endorsement work for every product or brand?
You might have already guessed correctly: no. Well then, what makes it effective? Does the celebrity simply have to be attractive? Match the product? Have a good public image?
Over fifty years of research on celebrity endorsements has tried to explain this. Recently, two researchers proposed a framework that structures these theories. It explains which strategy is valuable for you, based on your product’s or brand’s value proposition. Curious? Let’s dive into it!
Do you ever think about the first impression you leave on others?
If you are like most people, you do. After all, we only have one chance to make a great first impression, right?
But leaving a memorable first impression is not just relevant for people. It’s also very important for online retail brands. In fact, leaving a positive first impression elevates returns, sales, and brand experiences!
Curious to find out how? This blog will explain how brands can use their product delivery packaging to leave an exceptional first impression on their customers.
Social media usage is still rising. In addition to more and more users (321 million new users since 2019), the time spent has increased: we’re spending more than 40 percent of our waking hours online. As the public is online, so are your customers, and your business should as well.
Did you know consumers spend $5.400 per year on average on impulse purchases of food, clothing, household items, and shoes?
That shouldn’t be quite a surprise. In one way or another, everyone has experienced a sudden, often powerful, and persistent urge to buy something immediately. In most cases, this regards something we hadn’t planned for.
It could be that one time you visited your local grocery store and realized there had been a huge discount on your favorite Italian rice. Or that time you walked into a high-end jewelry shop and suddenly purchased that sparkling golden Swedish watch on the shelf, regardless of the financial risks involved.
Now that was our impulse buying urge in full effect.
So how can we trigger these inherent impulse buying desires that consumers already have to stimulate impulse purchases?
Wat exactly makes communication ‘work’? And what does successful communication look like in the brain? The latest brain research shows it is not so much a matter of specific brain areas lighting up, but rather the degree to which multiple brains react in the same way.