Bring the Love Back! Emotional Branding And The Hybrid Consumer

Emergent consumption patterns evidence the rise of the ‘hybrid consumer’: consumer fusing premium brands with budget alternatives (Prada and Primark; Waitrose and Aldi).

As a result, buying patterns become difficult to predict and traditional notions of consumer segmentation become challenged.

So how do you identify and market to your target audience? This interactive seminar will help businesses to understand the buying behaviour of consumers and support you to think about the added values your business can offer.

Throughout the workshop, we will consider how to add that value through the identification of emotional attachment consumers might develop towards your products, and how that can be successfully marketed through the utilisation of nudge theory.

This could help create small competitive advantages, which could lead to significant financial rewards and brand loyalty.