Topics: Media, Communication

  • The sense of belonging, and inclusion of a group, is a strong basic need that all humans share. (Photo: Magnus Liam Karlsson)

    In the club -I have a feeling I belong here

    Building a community is not a quick win. So, why do for-profit brands invest time and money in this activity? In short, creating a community connected to your brand gives the customers a feeling that they are included. And nothing generates brand loyalty like inclusion.

  • Experiencing a brand is more than just the logo. It is the smell, the sound and the light as well. (Photo: Alexander Ruas)

    Feel the brand

    Why is it that we expect a certain type of music in a jeans shop? And how is it that we notice instantly when the music might be “wrong”? We perceive our environment with all our senses, and the sensory stimuli triggers feelings within us. But does the sensory impressions influence my will to shop?

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