When consumers adore a brand, they often give it a nickname—from "Rollie" for Rolex to "Beemer" for BMW. Marketers are eager to embrace this consumer-driven brand love and incorporate these nicknames in their marketing strategies to appear more relatable. This tactic is called “nickname branding” and marketers expect positive results from using it. But do brands benefit from this tactic, or does it backfire? While it might seem like a clever way to connect with customers, new research suggests it could have the opposite effect.
Posted in Archive, Strategy
published on Tuesday, 14 January 2025
Subtle details at the point-of-purchase can have a powerful sway on what we buy. Ever since Thaler and Sunstein coined the concept of nudging in their 2008 book Nudge, its underlying psychological principles have been quickly embraced by those seeking to influence consumer behavior.
Posted in Research, Archive
published on Tuesday, 31 December 2024
Have you ever been drawn to a product the moment you saw it? Perhaps it was the elegant curve of a chair, the seamless design of a phone, or a beautifully packaged luxury purse. That “instant attraction” isn’t a coincidence—it’s backed by science.
This phenomenon is explained by neuromarketing principles, which reveal that visual design doesn’t just appeal to our eyes—it activates the brain’s pleasure and reward centers, creating an emotional connection. Products that are visually appealing feel good to look at, making them more memorable and desirable. For marketers and designers, this insight is transformative: emotional engagement with a product significantly increases its likelihood of being purchased.
A recent study uncovered exactly how the brain responds to beauty in product design—and the results provide clear strategies for creating products that resonate on a deeper, emotional level.
Posted in Research, Archive
published on Tuesday, 17 December 2024
Go back to the last video ad that caught your eye. Was it the creative that stopped you from scrolling? Was it the message? Or perhaps it was the way it made you feel? While you might know why you liked it, your brain and body were telling a different story through subtle signals you weren't even aware of - small expressions on your face and tiny changes in your skin's sweat response.
Posted in Archive, Advertising
published on Tuesday, 19 November 2024
"Do I really need that much toilet paper?"
If you’ve ever shopped at a big-box warehouse, you’ve probably questioned whether you’ll actually use up those jumbo packs of toilet paper, deodorant, or air freshener. The sheer volume can make single-item purchases at a local store seem more practical. But a recent study suggests that a simple shift in bulk pricing could make buying in bulk feel like the smarter option.
As convenience and bulk shopping grow in popularity, understanding what drives our buying choices is crucial. This new research uncovers a surprising insight that could transform how brands price multipacks to make them more appealing.
Posted in Archive, Conversion
published on Tuesday, 05 November 2024
