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What you can learn in this presentation:
- How the concept of Psychological Distance can help brands improve the relevance and impact of messaging and visuals. For example: why can it be challenging for sustainability messages to affect a purchase decision?
- Why considering your consumer’s ‘desired end state’ can help reveal which triggers will best drive product purchase. Including: why is a reference to ‘natural’ is so powerful in the food category?
- 3 proven aspects of comms messages that resonate in the Food category. For example: should you focus on the origin of ingredients or the process of manufacturing?