Gen Z consumers behave differently towards brands than other demographics, according to a new Edelman Trust Barometer study. The purchase is often the starting point for the brand relationship, not ...

The brand funnel could be on the verge of extinction, according to 5D’s CEO Lyndall Spooner who believes the century-old model is “no longer a reliable blueprint for consumer behaviour.” Spooner, the ...

A recent series of three posts on the Harvard Business Review blog by Karen Freeman, Patrick Spenner and Anna Bird explored some of the myths about how consumers make decisions. I think each of these ...

David Edelman of research firm McKinsey & Company articulated what most marketers probably already know, whether they are admitting it to themselves or not: it's time for the purchase-funnel paradigm ...

Every marketer is familiar with the traditional brand funnel. Many organisations still rely on a simplified version – aware, consider, prefer or choose – to track marketing effectiveness and guide ...

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