Blog articles by Arne Maas

Arne Maas

Articles by

Arne Maas

Arne Maas is a business consultant at SKIM. He’s worked in the fields of strategy, innovation, communications, and market research for leading companies including Unilever, Friesland Nutrition, Philips, and Heineken. Arne has also served as professor of marketing and innovation at the Rotterdam Business School, specializing in nonconscious decision making and innovative entrepreneurship. Arne holds a PhD in Psychology from the Radboud University of Nijmegen.

Lessons learned: 3 pitfalls brands should avoid post-crisis

Lessons learned: 3 pitfalls brands should avoid post-crisis

By Arne Maas on June 18, 2020

People are poor predictors of their own behavior. Context changes corrupt their intentions. A context change may be as simple as a product discount, or as complex as a severe crisis. In both situations, the question is whether behavior changes, and particularly whether it will subsequently stick. We argue that, after the current crisis only a few new routines will establish. Trend lines from before a crisis will be similar after the crisis, maybe somewhat mitigated or accelerated.

Here we reflect on past crises and share 3 pitfalls consumer brands should avoid in preparing for the recession.

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How brands can be relevant during the COVID-19 crisis

How brands can be relevant during the COVID-19 crisis

By Arne Maas on April 8, 2020

Consumer behavior is usually embedded in daily habits; sometimes consumers make more deliberate decisions. COVID-19 triggered a dramatic change in the context of consumer decision making: Many daily habits have come to an abrupt halt; more decisions are now deliberate.

Your company is probably feeling the immediate impact of these behavioral shifts and you may be charged with adapting short-term marketing strategies accordingly.

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