• 30/11/2018

    Going beyond emotional connection to make customers choose us repeatedly.


    © Photo Josep Maria Ribes

    Often, we listen to business people talking about the need to create an emotional connection with their clients. Indeed, I have to admit that some years ago even I believed that this should be the core objective to be achieved by any company.

    Knowing the customers’ preferences allows us to adapt our brand, products or services to their tastes, keeping them preferring us instead of our competitors. Until recently, understanding the emotional impact that a brand or product had on a customer was pretty much indecipherable, but for some years now the so called ‘neuromarketing techniques’ have made life easier for the companies in this regard.

    However, thanks to neuroscience we know that while connecting emotionally to our customers is a must in order to raise their interest in our brand, this will not ensure that they keep preferring us over other brands.

    That is why, more than an emotional connection, we need to create a positive sentiment in our clients. This will allow that they keep choosing us again and again, and that they end up saying ‘This is my brand’.

    In my latest article on LinkedIn I explain more in detail the importance of distinguishing between emotion and sentiment, and how to create this sentiment towards a given brand. You can read the complete text on this link.

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  • 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


    Foto: © 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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