Product details matter. The shape of a box, the color, and even the type of ribbon used-it can all change a consumer's perception. All aesthetic components can change how much people like an item as well as whether they decide to engage with it or possibly buy it. And as the Cern story tells us, the font matters too. Just as any other aesthetic element, the font used on products can influence how something is perceived.
As the marketing landscape continues to evolve at break-neck speed, so too do the advancements in artificial intelligence (AI), revolutionizing the industry as a whole. When used correctly, these tools can have a profound impact; being utilized to aid content creation, working to streamline processes and helping to replace tasks that don't necessarily require the human touch. It's no surprise that in 2023, a Bynder study found that 55% of marketers were using AI tools in content production,
"Authenticity is defined within the context of the brand-consumer relationship," Hoppner says. In other words, it's in the eye of the beholder-or in this case, the consumer. Inauthenticity occurs when a brand behaves in a way that appears to go against its perceived core values, or the consumer's baseline expectations for that particular brand. "This kind of inauthenticity causes problems for brand managers because for each person it's a little bit different, and that makes it really hard to navigate," Hoppner says.
"Lay's spends up to nine years creating the best potato for farmers to grow that can deliver the perfect crisp, flavor, and golden glow when sliced and cooked. The potatoes' journey from the soil to the shelf is the heart of Lay's. But here's the surprising part - 42% of people who enjoy Lay's don't realize they're made with real, farm-grown potatoes."
When people outside the industry hear real estate agent, what do they often picture? A cheerful person showing a home to a young family? Maybe a slick go-getter who's trying to wheel and deal though the negotiation process? In other words they usually think of a salesperson. But you and I know the truth: you're not just selling houses. You're a licensed fiduciary navigating one of the most complex, high-stakes transactions your clients will ever face in their life.
This year's IAA could almost be considered a Shanghai Auto Show exurb, with all the Chinese brands swarming the exhibition halls and announcing grand plans. It can be overwhelming. This year, yet another Chinese brand, GAC, announced its intention to bring the somewhat reasonably priced Aion V to Europe. There are a lot of Chinese brands in Europe, surely they can't all be doing well, no?
