Introducing a new concept called brand led shopping which gives advertising an integrate shopper and consumer purpose. Touchpoints must be used strategically as they are not interchangeable in this new model.
Nov
29
How to create brand led shopping
In: advertising, behavioral economics, market research, shopper marketing
5 Comments
Sep
9
Supermarket shopping in the real world
In: branding, retail, shopper insights, shopper marketing
3 Comments
Marketers are in a world where the great majority of brand-consumer relationships are based on non-exclusive brand beliefs which explains why many brand purchase decisions are made at retail. Marketers need to dial up the exclusivity of what their brand means or will remain challenged to support their price differential vs. store brands.
Jun
17
Last year, social media was still a little theoretical. Now it’s real. The advertising models are starting to emerge, consumer-created beverages via Facebook and proprietary environments have gotten launched. Listening is now being used a source of shopper insights that manufacturers are sharing with retail partners.