The period before the World Cup was an ideal time to explore the topic of emotionally driven purchasing due to the high interest generated, both for the public and for food and beverage companies. During the run-up to the event is when brands set out their communication and commercial plans. And if they are to develop successful strategies and increase sales, it is vital that companies have information about any triggers and barriers that come in to play for consumers of their products.
More than ever, customers have a powerful influence on their relationship with brands. Their voice matters and they can have a strong impact on a brand’s behaviour. Brands must learn to be increasingly agile and follow six simple and decisive principles.