We all know there consumers, today, have a plethora of choices for pretty much any product they need or want to purchase.
How do they decide between brand A and brand B?
The answer is the simplest to understand, and the most complicated to implement: the experience.
Most of the purchasing decisions we make as consumers aren’t based on a systematic comparison of products, a selection of the quality elements that are most important to us, and a scoring extrapolation of all the data gathered.
Even when some analytical processes are used, a primary part of the selection is affected by the perception that the consumer has of the brand and – therefore – of the product.
“A product is the memento of the brand we experience”
Almost always, the choice we'll make among all the possible brands, will include an element of affinity between us and the brand, or - rather - between us and what the brand represents. In some way, we first experience the brand and buy into the brand before we actually buy the product. (more ->)
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