Branding

how to build a brand unique

New Year’s Resolutions: How to build a brand in 2020

By Helen / January 14, 2020 / 0 Comments

Did you know that 80% of New Year’s resolutions fail? Most of them dissolve by February. Why is that? There are many reasons that psychologists and researchers are citing, anything from lack of clarity, setting expectations too high, to the strength of the word “resolution” itself. I believe that the perceived complexity of the goal is the culprit. So instead of talking about the vague magic that surrounds branding, I’d like to offer you 10 specific steps to building a better, stronger, and more genuine brand. What is a brand anyway? “A brand is the set of expectations, memories, stores and […]

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black friday strategy

Transactional Thinking: Why your Black Friday strategy is failing.

By Helen / December 6, 2018 / 0 Comments

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half*.” John Wanamaker How was your Black Friday & Cyber Monday Sale? Many businesses reported that this year Black Friday was easier than in 2017, more rewarding and even more fun. If you’re underwhelmed and all you can say is meh and where did my ad spend go, it is normal. Statistically, for roughly 50% of you, it was probably not that great. But how is it possible you may ask? This year you went all in! Your competitor only offered 25% off and you managed to squeeze a whole 30% […]

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Price anchoring anchor pricing

Price Anchoring: The Unfair Advantage

By Helen / September 17, 2018 / 0 Comments

You can make any price appear lower by implementing price anchoring, the human brain bias of relying too heavily on the first piece of information we see.

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promotional pricing strategy

From priceless to replaceable: How promotional pricing can destroy brand value

By Helen / August 7, 2018 / 3 Comments

Planning yet another promotion, sale or discount? You should probably rethink that. Promotional pricing can cost you millions in lost sales by killing your brand value and by having an adverse effect on your sales. In fact,  research has shown that discounting can cost retailers millions by simply NOT selling. The danger of discount pricing strategy The common notion among managers is that no other marketing instrument is better suited to increase sales volume quickly and effectively than price cuts. That’s why price wars are the rule rather than the exception in many markets, often with devastating effects on profits and […]

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Pricing Psychology Magic: How to make your prices seem lower.

By Helen / November 4, 2017 / 2 Comments

“Facts matter not at all. Perception is everything. It’s certainty.”                                                                                                                                                – Steven Colbert Perception is everything, particularly when it comes to effectively pricing your product or service. The world’s […]

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