Impact of Branding on Consumer Insights

What makes consumers tick? What makes them decide to purchase certain products or businesses select and purchase specific services? We'll discuss consumer insights and their importance on branding with Brian Gillard, Assistant Director of Disperse Interactive (www.disperseinteractive.com). By constantly asking the question, “Why?” over the last 12 years, Gillard noticed and continues to notice that most marketers communicate with consumers ineffectively because of two reasons. 1. They don’t deeply know who their consumers are and what exactly drives them to buy something. 2. They try to use either logic or emotion as a reason a consumer should buy something- never a combination of the two.