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The birth of Brand Management – The McElroy Memo

Neil McElroy changed marketing forever when he wrote the classic McElroy memo at P&G, which lead to the creation of the discipline of brand management The shift to brand management began on May 13, 1931, with an internal memorandum from Neil McElroy (1904–1972), an athletic young man who had come to P&G in 1925 right after his graduation from Harvard College. While working on the advertising campaign for Camay soap, McElroy became frustrated with having to compete not only with soaps from Lever and Palmolive, but also with Ivory, P&G’s own flagship product. In a now-famous memo, he argued that more...

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Why great visual design matters for your Website Digital Experience

A user takes only 2 to 6 seconds to decide whether he is going to continue browsing your website or lose interest and move on to something else that captures his interest. In the era of digital revolution, websites play a vital role in enhancing business by connecting to new customers from all over the world. Apart from the business aspect, it is important to understand why you need a good design and how to go about creating one. Try a simple test – think of something you need additional information on, search for it on Google and click on a...

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Emotional Triggers That Make Customers Buy

  Customers make purchasing decisions because they have carefully considered a set of good information, right? Wrong. Buying decisions are always the result of a change in the customer's emotional state. While information may help change that emotional state, it's the emotion that's important, not the information. It is important to appeal to consumers' emotions when crafting marketing messages. Once you identify the target audience for your marketing messages, you need to consider which emotional triggers you can connect to those messages.  1. Fear: Fear is an emotion that can be used in a wide variety of marketing messages. Insurance...

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9 Customer Experiences You Need To Deliver Today!

Differentiating a brand in today's market requires expanding brand management from a traditional product, price, place, and promotion focus to a focus on experience as well. A brand will stand out if it delivers its brand and customer promise in the context of the full customer experience—whenever and wherever the customer interacts with the product or service. Companies that lapse at any point in the customer experience can send the customer in search of a different brand. Customer experience manifests in social selling, content marketing, social media and every touch point on the customer journey. Your customers don’t want it....

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A BEGINNER’S GUIDE TO UNDERSTANDING UX DESIGN

  If you are thinking of working on your conversion optimization and landing page optimization, understanding UX design is essential. The user, the single visitor that arrives on your site or landing page needs to be helped around. UX design helps make sure that during this process the most important person isn’t left out of the mix: The user.  What is UX Design? UX Design can be defined in several different ways, but in the simplest form it is understanding what people do and then designing a way to make it better. The goal is to first clearly define the...

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