Brand experiences are important for consumers, expert says
Tuesday 27 October 2009
The importance of the brand experience has been highlighted by an industry expert, who sees "an emotional connection" as essential for driving consumer loyalty and success in business.
In an article for UTalkMarketing, managing partner of Toniq Cheryl Swanson likened the process of building up a brand to neuroscience, saying that "electrical flashes" arising "in response to stimuli" reveal that decisions to purchase are propelled by "a primal mechanism of the mind attachment".
She added that encounters with a brand are capable of transforming brain chemistry and, following a satisfying incident, people's "feelings have been transformed".
Furthermore, Ms Swanson claimed this to be particularly important in the current period of "consumer frugality", as "an emotional connection creates consumer loyalty".
Earlier this month, online companies were advised by Henry Ellis, writing on the Econsultancy blog, to look at the mistakes made by others in the social media marketing industry so as to avoid incurring the same errors.
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