Insights

Most companies don’t know why their products are purchased – that is, which perceptions of the company, product, and brand that actually drive sales. Ask any business leader, and there…

A strong brand must be built on both hard and soft associations. Only then does your brand have the best chance of becoming more valuable than the competition – i.e.…

A strong brand is a brand that drives sales and/or justifies a premium price for your product. But what makes you unique and can get your customers to select you…

There are significant differences between B2B and B2C decisions. But also a number of similarities. One example is that “status” is equally important for some decision makers buying for the…

In a previous post, I summarized the main conclusions from the research conducted by Johan Anselmsson and Niklas Bondesson at Lund University on brand parameters that genuinely drive sales. Across…

Two things are crucial to understand about how B2B customers make decisions. The first is that the buying journey starts long before the customer has a need – and therefore…

As marketers we often assume that the whole world works in the same way as in our own little bubble. No one wants brochures any more. AI search is bypassing…

Data is important, but must like everything else be put into perspective. A wise man said about data: “You can’t operate without it. But you can never win with (only)…

Decision-makers in the industry normally don't understand the connection between people’s knowledge, opinions and emotions – and what actually makes them want to buy a product or pay a premium…

I dare to say that many of the successful companies I have met lack knowledge about why their products are bought – specifically which perceptions about the company, the product,…