How “considered” are considered purchases, really?
Like, do people really do more research and deliberation for expensive things?
The TL;DR is, kinda, but not much. Not really.
Take cars, f’rinstance. They’re one of the most expensive things we ever buy. And even a used car adds up with maintenance & repair costs.
And yet the facts are crazy:
Are you sending enough emails to customers?
Like, is your cadence of communication with your customers too low, or too high?
Mobile app company Localytics did a lovely little bit of research on this exact topic. They surveyed 1,000 folks in North America about what they DON’T like in how brands communicate with them.
The #1 answer? TOO MUCH. Too frequent. Too many emails. Too many texts. And that was from 4 out of 10 people, over twice the frequency of any other response.
Do luxury Brands have different buyers?
On the one hand, many of us think that brands OBviously sell to different buyers. Different ages, or different attitudes, or different political leanings. I mean, that's how targeting and differentiation work, right?
On the other hand, some of us think that brands share customers, and basically have the same buyers. That differentiation is kind of a myth. That Duplication of Purchase (and other brand science) obliviates brand differences.
Do “purpose-driven brands” really perform better?
Like, does having a higher purpose, or social purpose, improve your brand’s financial performance?
This is an idea that was brought to its zenith in Jim Stengel’s 2011 book “Grow: How Ideals Power Growth and Profit at the World's Greatest Companies.” And it has held immense sway in the world of marketing ever since.
Are you UNDERthinking your brand enough?
Good marketers overthink things.
How they segment the market. Their target. Their product or service offering. Their pricing. Their packaging and distribution strategy and partnerships and promotions. And they should. This stuff is hard.
But when it comes to connecting with buyers, great marketers UNDERthink it too.
What face should you make on your YouTube Thumbail?
Like, does changing your facial expression impact your viewcount?
Heck yeah it does.
Kapwing used an automated facial coding tool to see which facial expression (happy, afraid, surprised, disgusted, etc.) on the thumbnail got the highest view counts on YouTube. They checked hundreds of the most-viewed videos for the top 10 ‘Tubers in each of 10 categories (music, comedy, science, etc.).
How should you interpret your purchase funnel?
Like, should you worry if your consideration rate is lower than the industry average?
F’rinstance, if you look at outdoor apparel brands in the US, you find that The North Face’s funnel is big, Patagonia’s is medium, and Helly Hansen’s is tiny.
Are old people more brand loyal?
My friend Benjamin Cawthray at Kantar wondered about this. So he checked Kantar’s panel of ~30,000 UK households across ten category-leading grocery brands.
One measure of brand loyalty (lord I hate that term) is ‘share of wallet’ (SoW): f’rinstance, what percent of a household’s bottled water purchases go to a single brand, like Evian (the category leader)?
Does any car brand buck the Law of the Demand Curve?
Like, can you have a high-priced car that’s also a high-volume car?
It’s one of the oldest truisms in business: if you raise your prices, demand (and thus volume) should go down. It’s the ‘Demand Curve’. Augustin Cournot described it in 1838.
But in these ‘unprecedented times’, does it hold up? Why yes, it holds up remarkably well.
How hard is it to buck demand curves?
Like, can you have a high-priced product that’s also a high-volume product?
It’s one of the oldest truisms in business: if you raise your prices, demand (and thus volume) should go down. It’s the ‘Demand Curve’. Augustin Cournot described the relationship in 1838 (20 years before the invention of the oil well).
But now that we have zillabits of data, does it hold up? Why yes, it holds up remarkably well.
How crappy is digital targeting, really?
Like, one of the big promises of digital media is targeting. HYPERtargeting even.
But how accurate is the data these big ad platforms have on us?
Adlook decided to find out.
What Would an Applied Brand Science Podcast be Like?
Find out right meow.
“Hello world; is this thing on?”
It’s official: We’ve launched a podcast: COVER BRAND. We LOVE our alma mater, right?! We bleed gold & blue (or crimson & silver, or)
How “loyal” are people to their college or university?
We LOVE our alma mater, right?! We bleed gold & blue (or crimson & silver, or).
But what does “brand loyalty” look like for colleges & universities?