Recommended reading this week.
FT: Modern marketing
Psychological insight: Starbucks is trying to build emotional connection in the USA by writing personal notes to customers. Apparently some see this as insincere though!
https://www.ft.com/content/284b6aca-9fab-4014-98c3-2ad1e66df8c6
Behavioral Scientist: A 1980s power ballad
Psychological insight: Great article from Ethan Kross about how to use the senses to manage emotions.
https://behavioralscientist.org/what-a-1980s-power-ballad-taught-me-about-emotion/
Jen Clinehens: Nonsense words
Psychological insight: Really nice summary of brand neologism – words made up by brands, sometimes combining two existing words e.g. Frappuccino.
https://www.choicehackingideas.com/p/how-nonsense-words-can-build-1b-brands
Marketing Week: Demographics
Psychological insight: Mark Ritson apparently doesn’t support demographic segmentation. Rather than using stereotypes of generations, Ian Murray and Andrew Tenzer present an alternative method of segmentation based on psychology.
https://www.marketingweek.com/reality-check-demographic-differences
Photo by charlesdeluvio on Unsplash
