Customer Experience Design
Emotions at Work
psychology of money
February 11, 2015
In branding and, more specifically, brand communication there is the concept of reason to believe.
In a nutshell, reason to believe is the argument supporting a (the) claim made by a brand.
For example, a product line from the cosmetics brand Nivea claims to help women to prevent / reduce wrinkles. This sub-brand is Nivea Q10 or Nivea Q10 Plus.
The claim of helping with wrinkles is supported by the argument (reason to believe) that these cosmetic products have the Coenzyme...
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