The power of performance predictors

The power of performance predictors is derived from the following immutable facts:

• Consumers are sceptical
• Consumers dislike risk
• Consumers want evidence to support claims
• Consumers are jaded from marketing-hype
• Consumers like to buy, not to be 'sold at'
• Promotion should permeate out of the product
• Brands need substance to survive
• Trust is marketing's only objective

Performance predictors mitigate the challenges presented by these facts, and captialise on the opportunities.