The Psychology of Obstacles in Brand Marketing

The previous post, Branding Psychology Insights: How Consumer’s REALLY View Your Brand, discussed three important ideas: Your consumers are concerned ONLY about their end result Your product/service is your consumer’s bridge/obstacle to the end result they desire Your brand, the face & name of your product/service, must be synonymous with that end result We all […]

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Branding Psychology Insights: How Consumers REALLY View Your Brand

If you read Brand Strategy: How To Fuel Consumer Motivation, then you’re well aware of the fact that consumers don’t buy the product, the service, or even the brand… they are buying the end result. They are buying the benefits and solutions. The end result, the solutions, and the benefits are essentially feelings that humans […]

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How To Influence Consumer Reaction by Identifying Their Psychological Profile

Background Psychology: Control, Limitations, and Abundance We humans enjoy having control over the majority of experiences we have. We crave control. We usually want things in excess and don’t like limits of things because at the end of the day, we know we can have more of what we are in control of. Food and […]

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Marketing Persuasion Strategy: The Deep Psychology of Consumer Persuasion

Most people are convinced that marketing and selling is all about persuasion. It’s unfortunate however, the fact that ‘persuasion’ has such a negative stigma attached to it. We all want to avoid being persuaded. We run from sales people. Consumers run from advertisements. We change the channel when an ad comes on because those ads were created […]

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Brand Strategy Insights: 2 Ways Consumers Evaluate Your Brand

When consumers are shopping, consecutively watching ads, and actively searching for solutions to their problems, they are evaluating the different brands they see.

If those brands were able to understand exactly HOW their consumer makes judgements and evaluates, they would be able to more strategically and effectively reach out to their consumers. They would connect better with their audience. They would influence their audience more strategically. They would position their message, story, and promise more effectively.

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Branding Psychology Secrets: Moulding Your Brand Perception

As humans, we have common biases that lead to our judgement and decisions, which are often irrational. Psychologists refer to these inherent biases that play a role in influencing our thinking as cognitive biases. Hypothetical scenario: Let’s say you and I are working on a project together. I’m writing the report and you’re doing the […]

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Marketing Psychology Secrets: Building Brand-Consumer Relationships

One of the best known theories of motivation in psychology is Maslow’s Hierarchy of Needs. The hierarchy of needs is organized in a way where the most basic of needs are placed at the bottom and the more complex ones at the peak. The Hierarchy of Needs Pyramid What I find most interesting about this […]

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5 Underrated Channels to Build Brand Loyalty and Increase Consumer Engagement

Brand loyalty is about connecting with your consumer. It’s about having a brand story that communicates the personality and values of your brand. It’s about delivering on your brand promise. It’s about the impression your brand leaves on your consumer. It’s about the emotional engagement which drives repeat purchase decisions. At the very core of […]

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Brand Revitalization: Leveraging Psychology To Shift Consumer Demand (CASE STUDY: Kellogg’s Special K)

The value of your brand is based on how much your customer wants you. Brand equity relies on customer demand. If your brand won’t care about your consumer, your consumer won’t care about your brand. If your consumer doesn’t care about your brand, if your product lacks appeal to the consumer, your brand will fail in […]

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Luxury Branding: Psychology of the Luxury Driven Consumer (Case Study: Coach)

A friend of mine just received this in the mail after she went shopping and bought a handbag from a Coach store: If you’re unable to read it – here’s what it says: “Thank you for shopping with me at Coach today. It was my great pleasure to help you select that beautiful bag. As […]

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Marketing Psychology Secrets: Creating Value in Your Consumer’s Mind

How is it that an old jar (pics below) sold for over $55,000 on eBay? How is it that a rubber duck sold for over $100 and a corn flake sold for $1,350? Would you pay such amounts for these things? Would it make a difference to you if I said that the jar has […]

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How to Evoke Consumer Motivation Through Strategic Delivery of the Brand Story and Promise

“Marketers sell the drill. Consumers buy the hole.” No matter how great a product is, it will never sell itself. People never buy the product itself – nor do they buy the brand. People buy the benefits and solutions that the product or brand will provide. Their motivation to buy comes primarily from the expected benefits and […]

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Brand Competition Psychology: How Consumer Choices Effect Demand and Why You Should Appreciate Your Competitors

The goal of every brand marketer should be to build brand equity. What exactly is brand equity? It’s the ability of your brand to shift consumer demand. Consumers have a vast array of choices these days. Today, we walk into a supermarket and are actually confused by all the different choices we are bombarded with! Whereas not […]

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