Fuzzy logic marketing to grey consumers

For decades, and pretty much from the outset of mass-marketing,  brands and marketing agencies have steered clear of targeting grey consumers, unless they were promoting products specifically to this demographic. Typically, they were seen as too cynical, set in their ways and unmoved by marketing so they were largely ignored. In more recent times this cohort …

Winning over customers in store

With the average purchase decision process taking just ten seconds, winning over customers in store relies on packaging communicating quickly and effectively. So how does the semiotics of brand packaging influence consumer purchase behaviour? Effective packaging has inherent attributes which enables 'instant dialogue' creation with a potential purchaser. If it’s a regular buy, the packaging shape, …