Client Development

Branding Is Cute, but My Clients Are Middle-Aged Men in Finance

By Anusia Gillespie, JD, MBA
Coca Cola Branding

Coca Cola Branding

 Anusia Gillespie, JD, MBA | Principal Consultant | banava

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

~ Seth Godin

Corporate America knows something that professional services providers have been slow to adopt. Emotion drives behavior. Logic and reason then follow to justify a buying decision. According to Dr. Peter Noel Murray, fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).

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