That First Is Always Used

Here too, the category entry point is making a nice cup of coffee, but with a slightly different focus: filter coffee. The rest of the commercial also focuses on this. The cup of coffee in particular is one that you may also have in your kitchen cupboard at home.

Strong branding 

Let’s just say I think one commercial is better than another. I am concerned here purely with the difference in effect on the brain. Nespresso goes for a different cup of coffee than Douwe Egberts.

If you did an (implicit) association test, you would probably find this too. In such a test you measure the reaction speed in the brain. Because from neuropsychology we know: ‘ what wires together, fires together ‘. On the basis of the reaction speed you can attach an exact number to the strength HR Directors Email Lists of 2 concepts. In this case, for example, the concepts ‘Nespresso’ and ‘barista coffee’.

HR Directors Email Lists

Many serious brands use these kinds of tests to measure their brand image. And in the case of Nespresso, I expect there to be a strong association with ‘barista coffee’. Thanks in part to George, of course.

Tests To Measure

Podcasts are extremely popular: you can listen to them at any time and place. For example, while walking, cleaning, traveling or exercising. It fits perfectly into the ‘on demand’ zeitgeist: people want to decide for themselves what they consume and when. The number of listeners in the Netherlands is still growing. It is therefore a great tool to use in your communication strategy.


The medium of podcast has been around since 2004. In the beginning, many creators used it as a new way to distribute traditional radio programs. Initially, it barely broke through with the general public. 46% of Dutch people now listen to a podcast. That equates to 6.4 million listeners (December 2021). This was 44% in May 2021.

However, the intensity seems to be decreasing somewhat. People listen to podcasts on average for 100 minutes every week, this was 137 minutes in May 2021. The increase is highest among the highly educated, namely from 56 to 69%. This is apparent from the of Markteffect.

Not only the number of listeners, but also and above all the offer is still increasing – thanks to the popularity of this medium. It is therefore increasingly difficult to be found and to achieve success with your podcast.

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