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8 reasons to understand Consumer Emotional journeys.

1.     What do consumers really mean when they say they “like” your product? Liking is an emotional response. Consumers are very poor at expressing what they mean when they say they “like” something or why…

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Cutting costs but not the consumer experience.

I read an article today that included the word “Greedflation” in the headline accusing the food industry of “greedily” continuing to increase its prices while broader inflation is falling. While the article did recognise there…

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Turning round a declining brand.

Turning around a declining brand is not easy, especially when the real reasons for brand decline are hidden deep within the psychological relationship your consumer has with your brand. We all talk about consumers’ emotions…

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What language should marketers speak?

I recently read a great article on why marketers should learn the shared language of their organisation. The article is in Marketing Week and quotes two of my favourite Marketing commentators, Helen Edwards and Mark…

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Defending your brand from private label.

Private label brands typically deliver what the consumer expects of them. If the consumer is not clear in their own mind why the branded version is better, why would they spend more to buy it?…