How to craft a more memorable brand
August 26, 2026
We explore how brands benefit from better understanding of how memory works. Learn how to make your brand stick in customers’ heads. Read this to learn how to craft a more memorable brand.
brand choice
Articles and guides which refer to how brand choice works. Includes references to the brand choice funnel – trust, awareness, consideration, trial and loyalty.
Get in touch with your questions or ideas if you can’t find what you’re looking for in the search results.
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Brand trial – Buy or bye-bye!
July 2, 2026
We explore how brand trial works. Learn what influences the brain to drive customers’ buying decisions. Read this so that more customers say “buy” than “bye-bye” to your brand.
Why brands matter
August 12, 2026
We explore why brands matter. Learn from our examples how branding helps you charge more, get more space and connect better with customers. Read this to learn the long-term benefits of building brilliant brands.
The benefits of blogging for brands
August 7, 2026
We explore the benefits of blogging. Learn how to use it to meet customer needs. Where it fits into your marketing plan. And how it supports other brand activities. Read this to learn the benefits blogging for brands.
Using the market attractiveness model for targeting
August 6, 2026
Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and how to calculate market attractiveness scores. Read this to learn how to build a market attractiveness model to make better targeting decisions.
The pros and cons of early adopters
August 18, 2026
We explore the pros and cons of early adopters. Learn why they’re such an attractive target for new products and services. But also, why it’s hard to keep them happy. Read this to learn the role of early adopters in your marketing plan.
5 golden rules to improve the call to action
August 25, 2026
We explore how to improve your call to action’s impact. Learn 5 golden rules to make your call to action more compelling. Read this so customers know what you want them to do.
How to get the most out of B2B CRM
July 9, 2026
We explore CRM’s role in Business-to-Business (B2B) marketing. Learn from our case study how to succeed in this channel. Read this to learn how to build a better B2B CRM program.
How to use behavioural science in marketing
August 19, 2026
Behavioural science helps you work out why customers do what they do. We explore how customer research, data and psychology give you insights into decision-making. Read this to learn how to use behavioural science in marketing at different stages of the brand choice funnel.
Customer loyalty? Where it matters and where it doesn’t
August 19, 2026
We explore the opposing marketing views about customer loyalty. Learn the key arguments for and against it. Read this to learn where customer loyalty matters, and where it doesn’t.
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