Building Stronger Brands
Brands exist in a constantly changing world. But the role brands play in people's lives has not changed and people themselves change more slowly.
There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.
Many of the questions businesses ask about their brands boil down to "how well are we doing" and "how can we do better?" Answers to these questions start with people. Specifically, why do they choose brands and how can brands influence people to choose them more? Put quite simply, brands that are successful are chosen by more people, more often, more easily.
To achieve this, brands must be closely associated with people's changing needs, knowing what they stand for and the motivating and credible part they play in people's Lives. And brands must be able to both understand and leverage the way in which people make choices.
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