Many companies aim to be their consumers best loved brand. But do we really know what love is and even if this is what brands should be aiming for?
Emmanuel Probst, author of Brand Hacks – How to Build Brands by Fulfilling the Human Quest for Meaning, suggests consumers are on a quest to find a simple, but essential thing: meaning. To grow and foster loyalty, brands must help consumers fulfill these meanings.
The carbonated soft drinks market is struggling to find its way in an era of sugar-free. Behavioural science can offer possible solutions.