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K&A publication in: dmz
Consumer trends such as regionality, craftsmanship and sustainability are all the more effective for dairy brands if they are communicated to consumers in a targeted manner and are also recognised by them.
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K&A publication in: SG
Sustainability in confectionery can quickly become a shopworn product.
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K&A publication in: Brauwelt
Breweries were hit hard during the pandemic. Tough times for brewers – but even tougher times for beer brands with declining per capita consumption and overcapacities. So what is to be done? How can this be countered?
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K&A publication in: GETRÄNKEFACHGROSSHANDEL
How brands in the mineral water market gain more fascination through schema breaks and contextual appeal.
Shortcut marketing for family businesses! 12 simple rules on how small and medium-sized businesses can get their marketing strategies on the road to success in times of crisis with a small budget!
K&A publication in: HEALTHCARE MARKETING
Whether doctors’ personas help as a communication strategy and how over-psychologisation can be avoided …
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K&A publication in: marke 41
What we stumble upon sticks as advertising for brands. What theorises additional triggering is bought more quickly.
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K&A publication in: planung&analyse
Communicate packs. They simplify our decisions and create additional incentives to buy.
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Branding is indispensable for long-term brand success. Communication helps when it triggers WOW and generates buying generates occasions to buy.
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K&A publication in: pharma relations
Wanting to stand up to cancer. How oncologists are looking for new therapy options to better face poor prognoses.
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Quite a few marketers and creatives from agencies are exultantly blowing the same horn to get consumers in the mood for an additional benefit of an inclusive (brand) world: If you want good, if you trumpet good, then somehow good will happen to you!
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K&A publication in: BRAUWELT
Pilsner is still the most drunk beer in 2023. But really popular? Why Pils needs more experience and contextual reframing.
Packaging and label design reinforce branding on the one hand, but on the other hand they offer many options for additional branding.
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K&A publication in: markenartikel
Diversity makes everyday life more complex. Companies therefore need to look carefully at how they integrate the issue of brand management.
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In order to achieve behavioural changes in widespread diseases such as diabetes, obesity & co, it takes more than just medication.
Hard candies have clearly lost relevance in consumer behaviour for a long time. Only clear differentiation and effective staging lead back to success.
Inflation, recession, less budget, less consumption. To break out of the mental price spiral as a brand, it helps to address specific benefits in specific everyday contexts.
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What will replace the light beer trend? What consumers expect from beer in the future. Insights from a study by K&A BrandResearch.
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Why milk alternatives are in and why real milk needs new consumption occasions.
K&A publication in: HEALTCARE MARKETING
Behavioral automations and key stimuli help context efficiency in the medical setting. Context communication also works in healthcare settings.
K&A publication in: Pharma Relations
Why longevity displaces death and the status quo bias ensures little provision for death.
Vague reasons for use do not make an exciting product a trend. Why Hard Seltzer doesn’t have it so easy …
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Health care is becoming more female, and communication of illnesses and complaints between men and women often different.
K&A publication in: new business
We have too much of many things. No easy task for advertising to penetrate the memory of us consumers.
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Why marketing should sell first and then worry about Purpose – and not the other way around.
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Juice needs new occasions and lively brands – for more success. Health claims and increased health awareness in Gen YZ make it more difficult for juices and spritzers to communicate increased relevance to everyday life. Regionality and sustainability are anchor points that had helped some brands in recent times.
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Better insights via qualitative online market research! Fast group discussions, esoteric depth psychology etc. get lost in mystification. Better to trust the state-of-the-art of psychology: Behavioural research via psychodrama.
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In times of stimulus and information overload, consumer buying behaviour seems disloyal. Using context thinking as a door opener for the confectionery industry.
Image: K&A BrandResearch AG
Those who understand everyday contexts, win over new consumers through packaging communication. What does this mean for confectionery brands?
It is not the evaluation of brands in terms of attitude and sustainability that is relevant for purchasing, but above all concrete occasions.
