Being provocative drives value at the counter

Insight

Being provocative drives value at the counter

There two types of brands in Australia. Brands who let consumers shop on auto-pilot and those who create a sense of intrigue, challenging and prompting them to consume more consciously. Passive brands are allowing themselves to be commoditised, while provocative brands are reaping the rewards.

Evidence

Brands who create high levels of intrigue also drive a higher willingness for consumers to pay more, unlike those who create a sense of apathy. What’s more, being challenging is highly correlated with ease of purchasing experience, indicating a direct correlation between provocative brand behaviour and sales.

Implication

Provocative brand behaviour isn’t just important for higher-funnel brand-building and to deliver advertising cut-through, but drives value all the way through to sales.