85% of consumer behaviour is irrational.

That's what world renowned branding expert and consumer insight specialist Martin Lindstrom once told me.

So in that context, how much should your messaging and marketing be focussed on creating a COVID Safe space around your brand / product / service?

Presumably, not too much.

If you are able to tell the right story and create a compelling enough reason for your customers to buy, they will come. No matter how irrational that may seem.

#consumerbehaviour #consumerinsights #storytelling