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Author Archive

Brand Management

Why Consumers Choose One Brand Over Another

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Why Consumers Choose One Brand Over Another

In his book, Branding with Brains: The science of getting customers to choose your company, Tjaco Walvis from the Netherlands formulated what he calls the ‘algorithm in the brain’ that makes the brand choices, in much the same way Google uses an algorithm to search the Web.

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Brand Strategy

Modern Brands Cannot Compromise Their Meaning

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Modern Brands Cannot Compromise Their Meaning

Transaction brands sprang from industrialism and its commercial consumer culture. The focus was on the material benefits for consumers and users. Industry produced new products using economies of scale.

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