Right now, it feels like the experience strategy of almost every brand is to hook their customers on sweet moments so they keep coming back for more. ow.ly/AvVh50hVSBF

Fear is a powerful sentiment and a proven buying emotion. But it’s important to use it carefully. ow.ly/Ra0M50hZGju

Fear works. A study published by the American Psychological Association in 2015 shows that fear-based appeals are still effective. But that doesn't always mean they're right. ow.ly/vIPo50hZGjR

According to a study by the American Psychological Association, including a fear element more than doubles the probability of change relative to not presenting a fear motive. ow.ly/aPsq50hZGkl

Whether we think of ourselves as change makers or not, many of us need to be able to pitch the case for change to those around us or our clients. ow.ly/VKMX50i3y2a

People have four reactions to change that they don’t understand or agree with: fear; delay; pandemonium; or ridicule. ow.ly/zpQa50i3y3S

We get change making wrong according to Kristi Hedges because we try to sell in change instead of giving people the time and the tools to buy in. ow.ly/HBUK50i3y3r

In a world where so much is deemed fake, how do you inspire customers to trust in the brand you’ve worked so hard to build? markdisomma.com/2017/08/06/bui…

It’s ironical isn’t it that at the very time when brand trust seems to be declining, this may also be the perfect time to concentrate on being truly trusted. markdisomma.com/2017/08/06/bui…

Brand trust has a number of curious dynamics. It differs across sectors and across countries. Its basis is chemical. And it’s subject to fascinating contradictions. ow.ly/fldn50iao6e

A lot of brands think of themselves as challengers. Here are 4 specific occasions to pull the gloves off and choose to challenge, and 6 things about challenger brands you may not have realised. ow.ly/Ues150icHIy

It’s curious to me how so many brands continue to think of themselves as competitive but in a very uncommitted way. Denise Lee Yohn is right. You can’t just be an -er brand. ow.ly/NX3e50icHmn

This still stacks up for me as one helluva question. ow.ly/5syn50icI4z

If you're a market leader today, chances are you need a market strategy to take you forward and an equally powerful and complementary counter-strategy to reply to what's going on around you. ow.ly/u2gf50icIku

The focus of over-commitment. Do one thing to an extraordinary degree. Why every brand should challenge but not every brand can or should be a challenger. ow.ly/TbTK50icHnv

Brand influences the effectiveness of an idea because it decides receptivity. We often think that disruption makes brands, whereas it can be brands that make disruption. ow.ly/BHiz50icHQc

The strategy of strategy. In the face of huge numbers of strategic frameworks each claiming to outclass and outperform their predecessors, how do you decide which approach to take? First truly understand the dynamics of your business environment. ow.ly/Ezyi50icHoe

While digital interactions are easy, they are not necessarily as ‘sticky’ as when people invest the time to seek out face-to-face help. ow.ly/1kSg50ifK5B

McKinsey research shows a clear distinction between helpful and timely interactions that customers now just expect vs those they see as value-added and worth paying more for. ow.ly/oRu650ifK5Y

In retail, consumers are increasingly using multiple touchpoints in all sorts of combinations and places. Those that did so spent on average 4%+ more on every shopping occasion in store and 10% more online than single channel customers. ow.ly/lE1z50ifKbY