Why Personal Connection with Gen Z Is Becoming an Advantage for Payment Brands
Payment brands are often framed as purely functional, shaped by speed, security, and access rather than identity or emotion. The data, however, suggests that for Gen Z, personal connection matters a lot to the strength of a brand and its contribution to business outcomes. BERA’s analysis across more than 2,000 brands shows that among Gen […]
Brand is a Relationship, Not a Funnel
Funnel marketing vs brand relationships: what your metrics miss Awareness is rising, conversion is steady, yet price sensitivity is creeping up. The funnel view is not explaining why. Dashboards tell a familiar story with reach, clicks, and conversion, while classic models such as AIDA (Awareness, Interest, Desire, and Action), loyalty loops, and conversion ladders map […]