• 28/05/2018

    Building a brand with neuroscience methods

    Endless corn fields in front of your eyes: so much corn that after a while looking at the same landscape, it doesn’t seem nothing especially exciting and becomes ‘invisible’.

    The same thing also happens in business: when there is a lot of something and it all looks the same, people don’t see it. In business, the corn would be what we call a commodity.

    While selling a commodity may be relatively easy, the commodity zone is a tricky place to be at: it is a fruitful ground for price wars.

    However, the good news is that a commodity can be turned into something much more interesting. Based on Fernando Trias de Bes, people are ready to pay more for a product that is perceived both desirable and scarce. In order to do that, we have to create a brand.

    A brand is a mental representation in people’s minds. Once we understand how a brand works in people’s brains, we can also tap into the neuroscience-based methods to better manage those mental brand perceptions.

    You can read my analysis on how that can be done in practice in my latest post ‘How to turn a Commodity into a brain-pleasing Brand?’.
    Find it here.

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  • 02/03/2018

    Analysis of Zara’s new OnOff retail concept


    Photo: © Lluís Martínez-Ribes

    Zara’s new click-and-collect store in Westfield shopping centre, London, immediately took the media by storm upon its opening on January 26, 2018. This place – fully equipped with technologies – is a collection point for the orders placed on the Internet.

    However, it is much more interesting what is coming up next in May 2018. That is when Zara will open its renovated 4,000 m2 flagship store in the same shopping centre. I am anticipating that Zara will change the fast-fashion retail game with this pilot store.

    Zara is looking for a perfect match with the substantially yet silently changed customers of today. They are continuously ‘OnOff’: due to the expansive increase in use of smartphones (which I prefer calling “e-bodies”) people don’t notice anymore whether they are on-line or off-line.

    If the current customers are already OnOff, it makes sense that Zara is launching a new OnOff retail ecosystem. It will be a milestone in the fast fashion retail history.

    You can read my interpretations and predictions about how Zara is going to do that in my post “Zara reinvents fast fashion retailhere.

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  • 14/01/2018

    Retail for “OnOff” people


    Foto: © Artchandising

    Who are your biggest competitors?

    Many times the answers to this question are very similar: a list of brand names that operate in the sector in question.
    Every now and then the reply is a bit better: it may include some players who, even though not belonging to the same sector, compete for the very same customers’ money, time and attention.

    But what if I told you your biggest competitor may not be the company that, at first sight, seems the most obvious one? What if it actually isn’t a company at all? What if your biggest competitors are your own customers?

    Today, most people in most countries have –metaphorically speaking– much longer hands. We are now constantly receiving and sending ‘things’ (technically speaking ‘stimuli’) via our tiny smartphones screens.

    In short time, these –let me call them ‘e-bodies’– have changed our lives enormously.

    The great frequency with which we use the e-bodies creates a habit. This influences in a non-conscious way people’s behavior (for example, the way we purchase things), as well as their sensitivities (for example, the sensitivity about how their time is spent).

    If a company practically does the same as it did 10 years ago, it is quite likely that its customers have overtaken this company. Now this company has a very tough new competitor: its former customers whose lives have changed.

    If you want to read my full article about ‘Retail for ‘OnOffpeople’, click here.

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