Considerations for Brand Evangelists. A simple set of brand insightsincluding: consumers do not buy products … they buy the benefit (emotional / functional) offered by that product. Its not rocket science, but worth refering to when developing your brand strategy and convincing your CEO to invest appropriately in Brand.

1. 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