Nobody Buys for the Reasons They Tell You
A few years back, I watched a senior executive spend forty-five minutes explaining, with complete conviction, why his company chose a particular software…
Consumer Behavior
How Social Proof Can Build Trust or Trigger Panic
In March 2020, the S&P 500 lost roughly a third of its value in 33 days. Not because every company in America had suddenly become worthless.
How Social Proof Can Build Trust or Trigger Panic Read More »
Why Some Brands Get Ignored at First Glance
Raymond Loewy was responsible for some of the most recognized visual identities in the twentieth century. The Lucky Strike cigarette package.
Stop Asking Your Customers What They Want. They Don’t Know.
Billions of dollars in market research rest on one faulty assumption. The assumption is that if you ask people what they want, they can tell you accurately.
Stop Asking Your Customers What They Want. They Don’t Know. Read More »
The $65 Million Orange Juice Mistake Brands Still Repeat
In 2009, Tropicana decided it was time for a fresh look. The brand had been around for decades. The packaging was familiar, orange with a straw…
The $65 Million Orange Juice Mistake Brands Still Repeat Read More »
That Limited Time Offer Is Not Selling You a Product
Picture yourself browsing online late at night. You have been looking at something for a few days, maybe a course, a piece of equipment, a travel deal.
That Limited Time Offer Is Not Selling You a Product Read More »