What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
We often hear that first impressions count. In a first interaction, studies in social psychology suggest, on average, we judge people in as little as seven seconds. Seven short seconds in which we choose if we want to continue a relationship with another person.
How to evoke an emotional response to leave strong branded memories. While we all know the importance of first impressions, this report highlights the significance of a good last impression.
Continuing scandals and revelations from the Hayne Royal Commission are further eroding Australians’ trust in the ethical behaviour of companies, according to the findings of Governance Institute of Australia’s annual Ethics Index.
Social data is now being used to provide side by side insight on product innovation, brand health, digital communications and path to purchase – ensuring new ways companies can further use the volume of social media data readily available.
Google is Australia’s most influential brand among consumers for the second consecutive year, according to the Ipsos Most Influential Brands 2015* study.
