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情感如何促動購買意願
世界杯足球賽開始前，是大眾和食品飲料公司探索情緒促動購買行為的最佳時間，因為它受到高度關注。在活動準備階段，品牌制訂了他們的廣告與促銷計劃。若要擁有成功的策略並增加銷售，公司必須掌握任何激發或阻礙消費者購買的因素。
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.
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消費者中心：從態度到現實
消費者比過去更能影響他們與品牌之間的關係；他們的心聲事關重大，能對品牌的行為產生強大的影響。品牌必須學習更迅速地反應，並跟隨六個簡單而具決定性的準則。
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.