By Nick Ward

Choices bombard us every day. Which coffee to drink? Which film to watch? Which recipe to cook tonight? So, when it comes to brands, wherever possible we shop on autopilot, avoiding the effort of conscious thought to make our lives as easy as possible. This tends to mean that becoming stickier in people’s minds is increasingly difficult for brands.

Consumers usually shop intuitively to address a specific need or situation, e.g. the tea brands that spring to mind for a health-conscious friend’s visit could be quite different to the teas you would buy to impress the in-laws. We don’t need to Read full story ›

Source: The Drum