21 02, 2017

VISIBILITY, VISIBILITY, VISIBILITY!

MANY CHALLENGER BRANDS FAIL TO CAPITALIZE ON THEIR BIGGEST WEAPON The most critical performance indicator for a brand at the First Moment of Truth (FMOT) is shelf impact. You have heard the saying “Not seen not bought.” There is a direct correlation between being seen and being bought. INSEAD Associate Marketing Professor Pierre Chandon conducted an extensive study (in collaboration with Wharton Professors Wes Hutchinson and Eric Bradlow, 2009) that examined the effects of in-store marketing on both attention and choice. [...]

9 01, 2017

You’ve updated your packaging and now sales are in decline…

WHO IS GUILTY? SALESFORCE, RETAILERS or CONSUMERS? According to research from Perception Research Services, “It is far easier to damage a brand than to grow it via packaging design. In fact it’s about twice as likely, as approximately 20% of new packaging systems drove declines in purchases from the shelf – as opposed to the 10% that drove sale increases”. (Winning at the two moments of Truth. Quirk’s Marketing Research Review. Jan 2010). A brand’s value or equity is [...]

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