Understanding How Retail Brands Influence Consumers

Retailers spend more than $450 billion each year to influence consumers. They wouldn't spend that kind of money unless they knew something that consumers don't. In working with and studying more than 500 brands, I learned a few of their secrets.

Brands aren't trying to influence a person; they're trying to influence the mind. They take the time to study how the mind functions, makes decisions and how it can be most predictably influenced. Brands aren't trying to meet peoples’ needs. Rather, they're trying to meet their wants. You must understand consumers’ wants in order to influence them to your way of thinking.