Author: Michael Sandstrom

Michael Sandstrom

How to position your brand to convince consumers to trade up or trade down

Your customer's perceived position of where your brand is in the market can have a major impact on your sales.

Whether your brand is catering to the higher or lower end of your product category, people tend to gravitate to the much broader middle ground. 

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How behavioural science can alter brand perception and purchase habits

For many of us working closely with clients on a day to day basis, receiving a new brief can cause a flurry of activity and excitement.

Although many of the briefs we receive are expertly written with deep insight into the business, market and the challenges ahead, in other instances a brief doesn’t necessarily specify the root of the problem.

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Brand Commerce: Pushing the value of your brand through trial

Everything from music streaming services to healthy sweets are being marketed through free trials and there’s a reason why it's such an effective marketing tactic.

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Brand Commerce: Navigating through online customer indecision

Congratulations! So you’ve done a great job and attracted some visitors to your website.

Unfortunately now the really hard part begins, convincing said visitors to part with their hard earned money and turning them into customers.

With 68.8% of online baskets being abandoned, this is no small feat.

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Brand Commerce: What is your brand's key feature?

While brand giants are still comfortably dominating their markets, it’s becoming increasingly common for fast-moving challenger brands to threaten and encroach on the market shares of already established leaders.

The typical reaction from the de facto market leader is to quickly purchase said challenger brand or make an often delayed and unsuccessful attempt at creating their own version to win back lost ground.

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Brand Commerce: A new planning model for marketers

With the growing role digital plays in our shopping behaviours, many marketers have seen the traditional customer journey grow increasingly complex.

We now have to consider a whole range of additional touchpoints when planning marketing and advertising campaigns. 

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