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K&A publication in: SG
Those who understand everyday contexts, win over new consumers through packaging communication. What does this mean for confectionery brands?
K&A publication in: planung&analyse
It is not the evaluation of brands in terms of attitude and sustainability that is relevant for purchasing, but above all concrete occasions.
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K&A publication in: GETRÄNKEFACHGROSSHANDEL
The drinking behaviour of mineral water among consumers and users. Alternative: Tap water treated by a fizzy drinker.
Study results: Death continues to lose fear, the church continues to lose importance: Dying shall have less psychological burden on those suffering from it!
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Corona provided many restrictions in everyday life, but cooking and baking were rediscovered by Gen Y and Gen Z. We describe here how strongly the context of baking became established in German households.
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It is time for a new psychology in market research. The cognitive turnaround is missing. We need a realistic cause-and-effect understanding of people`s behaiviour.
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The rise of chips, nuts and other salty snacks continued under Corona, Netflix & Co. and is growing and growing. Contexts suitable for everyday use as a guarantee for snacking success in Gen Z!
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K&A publication in: HEALTHCARE MARKETING
New opportunities for medicine and pharmaceutical marketing through the use of artificial intelligence (AI).
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Beer mixes, shandy & co. on the road to success: Feel-good with less alcohol for young people!
K&A publication in: markenartikel
Behavior is decided in contexts. The psychological understanding of contextual conditions and human decision-making behavior helps to achieve more brand success.
K&A publication in: Pharma Relations
Already relevant for a quarter of German patients today – soon even more important than the doctor?
Making brands more successful with contexts. If you want to understand buying behaviour better, it pays to look at the relevant context of the customer.
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How brands can actively shape change. And by involving consumers with a migration background!
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The regionality boom continues in volatile times. Why regional is psychologically booming, why regional brands have many untapped opportunities, read this article.
For COPD therapy, physicians must overcome emotional hurdles to treatment success in smoking patients.
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K&A publication in: SG-Magazin
If you understand people on the basis of their everyday behavior, you can find efficient ways out of the crisis for brands.
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Christmas, Halloween, Corona & Co.: Why contexts fuel the seasonal business for sweets and increase the want-to-have among consumers.
Foto: Composing Ina Kerckhoff
GenZ: Trick or treat. Digital or analog. For digital natives, this is apparently not a contradiction. To score points in the GenZ, brands should present themselves as regional as well as socially responsible and environmentally friendly.
The baby boomers are retiring and are the new best agers. Brands have played a major role for them since their youth. If brands are to inspire the over-55s today, they must efficiently facilitate their everyday lives.
Foto: Wil Stewart
K&A publication in: marke41
Consumer interest in beer and new beer styles is increasing, but overall sales are falling. A challenging task for brewers, especially in times of Corona!
