The Marketing Store's managing director, Simon Marshall writes in to Marketing week in response to the article "Create element of excitement."
"I agree with your conclusions that in focusing on price we may be missing more fundamental motivations for purchasing (Create element of excitement, MW 28th May). Consumers may be more susceptible to emotional messaging than ever before. So, far from discounting to grab short-term attention, brands that investigate deeper insights into how their consumers"tick" will flourish and create more powerful connections with their consumers."