Marketing
The Pratfall effect in marketing
An imperfection can change how we perceive a person or brand. The meaning of the Pratfall effect and its applications in marketing.
Marketing Archive
Ideas, guides and reflections to revisit. Choose a topic and keep exploring.
Articles 13–24 of 40 · Page 2 of 4 · Back to the Marketing homepage
Marketing
The isolation effect: standing out to be remembered
Elements that differ from others attract attention and stay in the memory. The von Restorff principle and its applications in communication.
Marketing
The five participants in the Customer Journey
Initiator, influencer, decision-maker, buyer and user: recognising the different roles helps us understand the purchase journey and design communication.
Marketing
The IKEA effect and the value of participation
Do we place more value on what we help build? An explanation of the IKEA effect and the opportunities it offers for customer engagement.
Marketing
Promise, benefit and Reason Why
What does a brand promise, and why should we believe it? The concepts to connect when building more effective positioning and communication.
Marketing
Strategy and tactics: the differences
From goals to concrete actions: how to distinguish strategy from tactics and understand their relationship in marketing, work and personal choices.
Marketing
The Barnum effect and the psychology of horoscopes
Why can generic descriptions seem to have been written just for us? The mechanism behind the Barnum effect and the relationship between interpretation, expectations and personal perception.
Marketing
Social Proof: the power of others' choices
Other people's choices influence our decisions. How social proof works and the role it can play in marketing activities.
Digital · Marketing
Technology and the future of health
Telemedicine and digital transformation are opening up new perspectives in healthcare. A reflection on possible changes in services and market models.
Marketing
How to choose a brand name
A name is an important choice for companies, products and services. Types of names and examples to guide you through the naming process.
Marketing
Net Promoter Score: meaning and calculation
An indicator based on customers' willingness to recommend a company. How NPS is calculated and interpreted in relation to the market.
Marketing
Brand, identity and Brand Equity
What does a brand represent beyond its name and trademark? A guide to the concepts of brand, identity and brand value.