Interesting question, isn't it?

Brands that know the answer differentiate themselves from their competitors; offer more consistent, compelling, and relevant marketing messages to their best prospects and customers; and have more opportunities to grow incremental revenue.

This knowledge gives brands like yours the courage to sacrifice those who are never going to be attracted to it and saves you money by not chasing the wrong prospects. Brands who don't know the answer are doomed to compete in the proverbial red ocean of sameness, lacking competitive differentiation and trying to be all things to all people.

The fact is: people use emotion first to make buying decisions. They may quickly begin to rationalize a decision, but every purchase decision begins with emotion. Too many marketers begin with logic. There is a point in the sales cycle at which your customers want rational details, but you miss the opportunity to hook prospects and drag them into it if you don't understand their emotional connection to your brand and lead with it in your messaging.

We use account planning, a qualitative research methodology, to understand exactly how your customers make buying decisions and how they connect emotionally with your brand. Once we uncover these nuances, we can find your brand's answer to the all-important question of why.