COGNITIVE DISSONANCE - It's so easy to avoid...

The retail industry is undergoing a profound transformation, with brands splitting into two very distinct camps: those that dominate our minds as the default choice, and those that deeply resonate with our emotions. It's evident that to thrive in this competitive landscape, brands must be firmly in one of these camps. I would be bold enough to say that if you aren't... your time is limited.

"Cognitive Defaults" are the apex predators of retail, JB HIFI, IKEA, Rebel Sport to name a few who effortlessly occupy consumers' thoughts when they think of specific products or services. Achieving this status demands relentless brand building, unwavering consistency, and unparalleled customer trust. It's a real accomplishment to be in this camp.

On the other hand, "emotional defaults" captivate consumers' hearts and minds, forging powerful connections that transcend mere transactions. These brands champion culture, expertise, entertainment or through design. Brands must first understand their camp and the emotional category, then commit and invest to create a clear positioning strategy. This is how you take on the "Cognitive Defaults" without taking them on.

Get in touch to learn more, the four emotional categories to help brands define their unique identity and execute impactful strategies.