Is your supermarket about cans and boxes or food experiences?

Relevance should guide retail brand value propositions…

By Bob Wheatley

Research shows that home cooks typically learn and establish expertise around 10 menus. And while these may evolve or modify over time, the number of them tends to remain the same. Thus the items purchased – while also varying here and there – will retain a measure of continuity.

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No where does emotion become more apparent than in this relationship.

Why do marketers often think they’re talking to walking CPU processors?

 By Bob Wheatley

Human beings. What magnificent creatures we are. Living beings. Organisms. Mammals. We are emotional. Sometimes spiritual. Irrational. Intelligent, yes but that should not be construed as machine like.

Yet how many times do we see marketers (too many) believing that the consumer will internalize a logical argument founded in analytical reasoning and data, consider the information based on the facts arrayed — and then cast the expected, correct judgment?

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