Tim Zuidgeest, Lead Consultant
Our fans get our latests blogs first:
The question everyone in marketing is asking: will AI eventually take over my job? And specifically when it comes to neuromarketing and predictive research - can we soon just unleash an LLM model on our campaigns and packaging, and call it a day?
"How Brands Grow" - those three words have become widespread in the world of branding and retail. Thanks to Byron Sharp, we know that brands primarily grow by increasing penetration, not by increasing loyalty. But what about the growth of entire categories?
Advertising and Corona. It has proven to be a complicated marriage.
When the crisis erupted in the Netherlands, many companies withdrew from advertising slots. They wanted to avoid at all costs having their brand associated with a health crisis of this magnitude. Additionally, advertising was simply no longer relevant for some companies, such as those in the travel industry. The result was an advertising drought on Dutch television and millions of euros in losses for the broadcasters.
When you thought of this Mexican beer before 2020, you probably envisioned summer scenes: sun, sea, and beach. However, since the start of the Coronavirus crisis, a completely different association has taken hold of the beer brand. The first thought at the word Corona is no longer of the beer, but of the virus. How do these associations work? And what impact does this have on Corona beer?
A shop where customers enjoy browsing and can find what they are looking for sells better. Brain-friendly store layout is therefore the greatest challenge for retailers in the 21st century. But how do you create a brain-friendly store layout? You can read about it in this blog.
Look closely.
What stands out in this short clip (8s) from the Netflix hit series House of Cards?
The goal of brand image research is, of course, to gain insight into the actual image of your brand. But what exactly does such brand research yield? What can you expect from such a report? And what are the next steps after such research?
Time to delve into this, using a number of practical examples.
My mouth is already watering just thinking about it. The chocolate raisins from the Dutch supermarket Albert Heijn. Probably not the most sugar-friendly thing I can eat, but oh so delicious?
Recently, I noticed something about their packaging. Besides being conveniently resealable now, there's an interesting text on it: “now 15% less plastic”.
You'd think that's great. But the psychologist in me knew this isn't so clever from the marketers at the Albert Heijn.
EN 
NL 