Tag: consumer psychology

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Why I still believe in Mass media

… and why “new media” is just old media on a computer.

My last post looked at describing what makes small brands small and big brands big- as a means of helping new General Managers understand how to grow their businesses. We also discussed what factors need to be considered in growing a brand.

Here we’ll take a closer look at another myth smashed by Byron Sharp’s work at the Ehrenberg-Bass Institute, we’ll explore brands’ customer bases and which—if any—buyers they should be targeting using what type of media.… Read more

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Why BIG brands are BIG and small brands are small

Last week, I tried to smash and shatter the big myths surrounding how we do marketing, I’d like to continue that with some posts influenced by Byron Sharp’s work at the Ehrenberg-Bass Institute, by taking a more scientific approach to  marketing.

Two weeks ago, I started this series wth the question “what should I do next” to assist General Managers looking to plan for their new financial year.  … Read more

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Why the search for EFFICIENCY has destroyed marketing

In my occasional day job with SMU, I have a course designed to assist business leaders, new to Asia, stimulate business growth.  I have been reading widely in this topic area for a few months, and my business life’s assumptions have been shattered.

I was a firm believer in “common sense” strategies aimed at creating and building loyalty amongst a group of consumers and finding ways to be more efficient in increase their purchasing as a means to efficiently grow performance.… Read more

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New pricing research…

Phew, we’ve had a couple of months on pricing, and now this is the last of those posts.

Since researching how you can influence pricing, new research has come to hand, so I’ll summarize it here.

TACTIC 32: Sort Prices From High to Low

You can influence customers to choose a more expensive option if you sort products by descending price (i.e.,… Read more

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Price to avoid harmful practices

One of the key messages I’m trying to inform General Managers about is that when it comes to consumers, we have to be expert psychologists. Nothing is ever as simple as it seems. And when it comes to consumers price is as much a perception as in any other area of consumer engagement. 

And that’s good news. There are no universal standards that dictate whether a price is high or low — it all depends on the consumers perception of that price and how consumers learn about how pricing works.… Read more