RTB
Reasons to Believe (RTB) is a marketing concept that refers to the evidence or arguments that support a product's claims and persuade consumers of its benefits. Essential for building trust and credibility with customers.
31 topics found for:
“consumer trust”
Brand Promise
The commitment a brand makes to its customers about the quality and experience they can expect. Essential for building trust and setting customer expectations.
Scarcity Tactics
A dark pattern where availability is falsely limited to pressure users into making a purchase. Awareness of this deceptive practice is important to provide honest information about product availability.
Brand Gap
The difference between a brand's desired perception and the actual perception held by consumers. Important for identifying areas of improvement and aligning brand strategy with consumer expectations.
Endorsed Brand
A brand that is supported by a stronger brand, typically a parent brand, which lends its credibility. Essential for leveraging the strength of a parent brand to build trust and recognition for a sub-brand.
Brand Recognition
The extent to which consumers can identify a brand by its attributes such as logo, tagline, or packaging. Essential for building brand awareness and ensuring that the brand stands out in the market.
Price Comparison Prevention
A dark pattern where practices are used to make it hard for users to compare prices with other options. It's essential to avoid this tactic and promote fair competition by allowing users to make informed decisions.
Forced Continuity
A dark pattern where a free trial ends and the user is automatically charged without warning. Designers should avoid this practice and ensure users are clearly informed about charges to maintain ethical standards.
Hidden Costs
A dark pattern where additional costs are only revealed at the last step of the checkout process. It's essential to avoid this tactic and promote transparent pricing to build user trust.
Subscription Trap
A dark pattern where it's easy to subscribe but very difficult to cancel the subscription. Awareness of this tactic is important to provide straightforward and user-friendly subscription management.
Sneak Into Basket
A dark pattern where a product sneaks an additional item into the user's shopping cart, often through a pre-selected checkbox. Designers should avoid this practice and ensure users have full control over their purchases to maintain trust.
Scarcity
A psychological principle where people place higher value on objects or opportunities that are perceived to be limited or rare. Important for understanding consumer behavior and designing marketing strategies that leverage perceived scarcity.
Trick Cancellation
A dark pattern where the cancellation process is intentionally complicated to discourage users from canceling. Designers must avoid complicating cancellations and respect user decisions with a straightforward process.
Interface Interference
A dark pattern where the user interface is manipulated in a way that prioritizes certain actions over others to benefit the company. It's crucial to avoid this tactic and design fair interfaces without manipulating user actions.
KYC
Know Your Customer (KYC) is a process used by businesses to verify the identity of their clients and assess potential risks of illegal intentions for the business relationship. Essential for preventing fraud, money laundering, and terrorist financing, particularly in financial services, while also ensuring compliance with regulatory requirements and building trust with customers.
Scarcity Principle
The economic theory that suggests limited availability of a resource increases its value, influencing decision-making and behavior. Important for creating urgency and increasing perceived value in marketing.
Brand Values
The core principles and beliefs that guide a brand's actions and decisions. Crucial for aligning brand activities with its mission and creating a strong, authentic brand identity.
Brand Standards
Guidelines that dictate how a brand should be presented across various media to ensure consistency. Crucial for maintaining brand integrity and ensuring uniformity in brand communications.
Brand Guidelines
A set of rules and standards that define how a brand should be represented across all media and platforms. Crucial for ensuring brand consistency and maintaining brand integrity.
Trademark
A symbol, word, or words legally registered or established by use as representing a company or product. Crucial for protecting brand identity and ensuring legal rights to brand elements.
Branded House
A brand architecture strategy where all products share a common brand name and identity. Essential for creating a cohesive brand image and leveraging brand equity across products.
On-Brand
Actions, messages, or visuals that are consistent with the established brand identity and values. Essential for maintaining brand integrity and ensuring all communications align with brand standards.
Off-Brand
Actions, messages, or visuals that do not align with the established brand identity and values. Important for identifying and correcting deviations from brand standards.
Brand Book
A document that outlines the guidelines for how a brand should be presented, including visual identity, messaging, and tone. Essential for maintaining brand consistency and integrity.
Brand Architecture
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities. Crucial for organizing brand portfolios and ensuring cohesive brand management.
Activity Tracking
A dark pattern where users' activities are tracked without their explicit consent or knowledge. Designers must avoid this practice and ensure clear communication about tracking to respect user privacy.
Zero-Risk Bias
A cognitive bias where people prefer the option that seems to eliminate risk entirely, even if another option offers a greater overall benefit. Important for understanding decision-making and designing risk communication for users.
Liking Principle
A psychological principle where people are more likely to be influenced by those they like. Important for understanding social influences and improving user engagement and marketing strategies.
Exposure Effect
A psychological phenomenon where repeated exposure to a stimulus leads to an increased preference for it. Useful for designing marketing and user engagement strategies that increase familiarity and preference.
Burn-In
The process of running a system for an extended period to detect early failures and ensure reliability. Important for ensuring the stability and performance of digital products before full-scale deployment.
Advocacy Marketing
A marketing strategy that leverages satisfied customers to promote products through word-of-mouth and personal endorsements. Important for product managers and marketers to enhance brand loyalty and customer engagement.