Sagon-Phior Blog

Insights, discoveries and experiences about marketing, emotions, target markets, digital media, storytelling and the business of branding.

The Purchase Consideration Process

The Purchase Consideration Process

In researching the feelings a typical consumer and business buyer goes though when given the choice amongst different products or services, we have identified seven core emotions that define a buyer’s feelings. 1. Need & Control: “Do I want it and does it make me feel in control.” Think Apple, Fitbit or in the business […]

The Science of How Emotions Drive Decisions

The Science of How Emotions Drive Decisions

We know Emotions give meaning to events and have a significant impact on the decision making process. Our brains are wired to rely on emotion before intellect when considering a purchase or making a decision. That is why we fall in love with a car, jewelry or a house before we buy it. Through science we have […]

Emotional Marketing and The Entertainment Industry’s Golden Rule

Emotional Marketing and The Entertainment Industry’s Golden Rule

In the 80’s, my soon-to-be business partner Rio, and I, began working in the advertising business with global agencies when suddenly, we both found ourselves immersed deeply in the entertainment industry. We had the incredible opportunity to produce some of the most memorable and iconic film campaigns for many blockbuster films. During that time, we […]

Millennial Goals

Millennial Goals

According to Nielsen, not only are millennials 77 million strong, they will account for around 30% of total consumer product dollars spent by 2020. Young adults nowadays seem to be actively focused on not just saving portions of their income, but also ensuring that their credit is kept at a score they are proud of. […]

Defining Quality, Online

Defining Quality, Online

Quality is often defined by one’s personal preference. It can mean a lot different things to people. When it comes to Google, the more time a user spends on a page, the more quality it embodies. Nowadays, it’s easy to give up on a website if it’s too difficult to navigate. That’s because there are […]