Brand positioning: Create brand appeal

Investigations in neuropsychology have revealed the key role of implicit, emotional motives that drive brand preferences and buying behaviour.

Brand positioning: Create brand appeal

Kim Cramer and Alexander Koene


A study has identified 24 human drivers that influence how your brand is perceived and how it should be positioned

Why do some brands ‘feel’ better than others? Since the invention of positioning as a strategic discipline, rational thinking has been the starting point for defining the brand. Emotions were considered at the end of the process, commonly referred to as brand values. In the past decade, investigations in neuro-psychology have revealed the important role of implicit, emotional motives that drive preferences and behaviour. Studies show that brands have...

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