When people make purchasing decisions, it's not solely about the product itself; trustworthiness and the reputation of the brand plays a significant role. The presentation of the business, for example, website, packaging, shop fronts, etc., as well as the emotional aspects of branding also influence consumer decisions. These are all signals that the business is trustworthy and is counting on repeat business. I think humans rely on both verbal and visual communication. And logic may not always be the primary driver of human decision-making emotions and perceptions can be equally or more important factors.
Branding matters
A brand name provides the opportunity to incentivise future business based on positive experiences and discourage future engagement due to negative experiences. Therefore, individuals who prioritise the long-term success of their business will strive to fulfil their promises when those promises are associated with a brand. I think brands play a vital role in the functioning of consumer capitalism as they serve as the fundamental units of choice, a point that is often underestimated. Brands contribute to the improvement of products, and the absence of brands can result in the collapse of markets since individuals struggle to make confident decisions without them.
Do you believe in magic?
Most businesses today lack the vision to optimise for changing human behaviour because they focus on optimising their processes and products based on existing consumer behaviour and economic trends. I think there are also businesses who actively seek to influence and shape consumer behaviour, often through marketing, branding, and product innovation. And these businesses understand the power of changing perceptions, creating trends, and altering the meaning and value associated with their products or services. As a marketer we can change the way people behave, we can change what things mean, we can change whether something feels cheap or expensive.
Unfortunately, the finance division of businesses are often based on rational and data-driven decisions. This approach tends to rely on analysing historical data, market trends, and economic indicators to make strategic decisions. I think whilst this analytical mindset is extremely valuable, it’s also important to recognise that unconventional and creative solutions can lead to breakthroughs and shouldn’t be ignored. Magic is not easy and not everybody can do it all the time, but it should be integrated into your decision making processes because there are magical solutions out there.
Utopia doesn't exist
“With great power comes great responsibility” has a simple meaning; if you have the ability to do something, make sure that you do it for the good of others. As a consultant we earn our keep one hour at a time, therefore, one has to adjust your process and style to how your customers need to be communicated with. Most organisations today think in quarterly and annual forecasts, therefore, when you sign a consultancy contract, the launch may not necessarily be immediate.
“What I hear, I forget;
What I see, I remember; and
What I do, I understand.
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From my perspective
I met somebody new last night and he said that the was an avid reader of my site. I was humbled and explained to him that I am on a 6 week online digital marketing course which has affected the length and depth of my writing. He asked me how to start a business from scratch doing work you love with people you care about? My short answer was that due to the global COVID-19 pandemic a new consumer behaviour has emerged and I would approach all business problems from a design and experience led angle. Everything is going digital and there are so many different perspectives to take into account when creating and developing new products and services.
The American trend forecaster, Sarah Owen said, “When it comes to social media bragging, the youth have a new social currency - culture and lifestyle. We see this demographic invest in the experiential, and the ultimate bragging rights are in the wellness, travel, and lifestyle sectors. Posting a photo of a designer handbag is no longer associated with the changing notion of luxury. What is considered to be a luxury today is time and travel, it’s wellness and well-cultured individuals. That’s the new currency.”
Are you curious? Contact me via e-mail when you are ready to look at your engagement.
Turns on the lights
Consumer behaviour considers the many reasons why people shop for products those reasons could be personal, psychological, situational or even social. Knowing and understanding customer needs is at the centre of every successful business, whether it sells B2C or B2B. You can't persuade anyone that they want or need to buy what you are offering unless you clearly understand what it is your customers really want. As marketers we need to know what makes our consumers take action and why they buy.
I don’t think that your consumers buy from you because they care about you, they buy from you because they care about themselves. Ask yourself if you would drink that brand of coffee if George Clooney wasn’t endorsing it or if you would take that advice if it wasn’t coming from Oprah. It’s for you that you are doing it, and yes it has something to do with the celebrity, but it’s not because of the celebrity. It’s because of your own narrative - how it makes you feel in the eyes of your friends, family and colleagues.
Authentic leaders don’t see helping people as a pain, they see it as their purpose. Don’t be shy, contact me via e-mail.