Interesting read for marketers An analysis by Bubblegum Search examined 20 U.S. retailers and manufacturers operating in the fresh and raw dog food segment, revealing trends in branded and generic search. Increasing scrutiny of pet food leads pet owners to search engines to find better options, making it a key way for brands to be discovered and stand out from … [Read more...]
Beyond features, functions and benefits; the battle for the consumer mind
Somewhere beyond features, functions and benefits is the potential to elicit an emotional bond, writes Robert Wheatley*. Discussing brand positioning, his article examines the importance of occupying a space in the consumers’ minds. He refers to the brain’s Limbic system and the role of emotion in decision making and asserts the importance of an emotional bond that can support … [Read more...]