1. Consumers do not buy products … they buy

the benefit (emotional / functional) offered by

that product

2. Money does not buy you happiness, but a

brand can buy you a sense of belonging ….

3. Most decision making is made

subconsciously rather than through a

rational thought process; recommendation can

therefore be key for lesser known brands*

4. Establishing a brand takes time but the

reward for doing it well will result in reducing

buyers perception of risk and make the

purchase decision choice easy

5. Its not just the logo, the colour or typeface, its about the

experience and consistency of each interaction

your audience has with your brand that counts

*“European consumers are unlikely to buy a brand they've not tried before. They will however consider buying a brand that's new to them if it's been recommended by someone, or something they trust” Source: Readers Digest Trusted Brand Survey http://www.rdtrustedbrands.com/tables/trust-brands.shtml

Brand Insights

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Considerations for Brand Evangelists