Researchers are starting to decode the neural signature for brand preference.

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Since scents are shown to evoke particular feelings like lavender does with relaxation emotions always are at play when it comes to establishing brand preference, Harrop says.

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In many ways, it's now easier than ever to find a world-class smartphone, but unless you've developed a strong brand preference, choosing one is likely more difficult than ever before.

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The article points out that ad agencies ignored older consumers for 40 years, focusing instead on selling to young people on the belief that it is best to reach that age group before they settled on brand preference.

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Your loyalty strategy should move people beyond a non-committal preference for your brand to heartfelt dedication.

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But as SaaS providers broaden their offerings, bringing various services under their brand umbrella, one factor will emerge as the driver of customer preference a consistent and intuitive user experience.

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The prevailing feeling was that such devices are intrusive for work (or a brand) to call or text a personal mobile number, hence the preference for separate work and a personal mobile numbers.

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Just as consumers have legitimate reasons for buying multiple brands in the same category, when we are beginning our careers (or have other reasons why being number one is out of the question), we can brand ourselves in a way that our offer is unique enough to keep us in demand despite a general preference for something else.

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