From panic-buying to extreme saving, paths to purchase have morphed as we progress through the pandemic. But what are people willing to spend on? Canvas8 spoke to Dr. Ravi Dhar and Joe Pine to understand how brands can maintain and grow their following during and after COVID-19.
Joe Pine is the author of Mass Customization: The New Frontier of Business Competition and co-author of The Experience Economy: Competing for Customer Time, Attention, and Money. He is a management advisor to Fortune 500 companies and entrepreneurial start-ups through his consultancy Strategic Horizons.
Dr. Ravi Dhar is an international leader in consumer behaviour, branding, and marketing management and strategy. He is a professor of psychology and the director of the Center for Customer Insights at the Yale School of Management.
B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor. He has addressed the World Economic Forum in Davos, California's original TED conference, and the Las Vegas Consumer Electronics Show. He co-founded Strategic Horizons LLP to help businesses conceive and design new ways of adding value to their economic offerings. A prolific writer, Pine is most well-known for the 1999 book The Experience Economy. It was updated in 2011 and re-released in hardcover in 2020 with new ideas on competing for customer time, attention, and money. This book was twice named one of the 100 best business books of all time.
Luana Sambell is a behavioural analyst on the Cultural Intelligence team at Canvas8. With an MSc in consumer behaviour, she’s interested in how pop- and sub-cultures shape people’s preferences, judgements, and decision-making. Outside of work, you can usually find her cycling around London looking for dumplings or natural wine.
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