Developing Winning Strategies for Consumers of All Ages
Identifying and Leveraging Age-Based Expectations
Robert PassikoffBrand Keys, Inc., United States.
Kerry O'ConnorMirror Group Newspapers Limited, United Kingdom.
WHAT TO EXPECT
Why not just advertise product attributes and benefits and be done with it? Over the past two decades many companies, including some of the world's largest financial institutions, have done just that and have experienced increasing difficulty in differentiating their products and services from those of the competition.
In earlier times, when media and information channels were fewer and simpler, it was much easier for the providers of products...