Firms with a CMO in 2000-2011 performed 15% better financially.
Feminine brand names (e.g. Nivea) tend to perform better than masculine ones. 55% of the top-ranked brands had feminine names (36% were masculine).
Men respond positively to red, and this applies to prices too. In one experiment, they judged prices written in red as being 66% cheaper. Women are unaffected.
Gifts to customers without strings attached (e.g. spend at least $50) and without a hidden agenda (e.g. to convince someone to buy) increase word of mouth.
Attract many relevant new customers to your promotion by letting them choose how much they want to pay (including $0). The technique sits between free samples and discount promotions.
People prefer flat-rate plans over pay-per-use plans, even if that means they overpay. Both B2C and B2B customers have this bias.
Advertise and showcase hedonic products (e.g. a nice suit, scented soap) using video - rather than still images - to increase how likely people are to choose them by more than 79%.
When a product is promoted using scarcity (e.g. “only 5 available, limited editions) people who miss it get angry and may switch to competitors.
Make both customers and workers feel that there is a person on the other side of the transaction. You’ll increase satisfaction, sales, and product quality.
Marketers confuse their personal preferences with customer preferences (e.g. I like this feature, so will my customers). Actively fighting it can remove this bias, but not always.
When people struggle with a difficult task, using a brand can help them perform better. For example, people who drank water from a Gatorade cup exercised harder and longer.
UPPERCASE brand names feel more premium, and people looking for high-end products are more likely to buy them. Mixed or lowercase names feel more mainstream.
