(This article was originally published in the MarketingExperiments email newsletter.) Since the Biblical account of Adam naming the animals, humans have named people, places and things to help make sense of our world. Marketers name their brands and products as well because research shows that assigning names appeals to customers. Our own analyists at MarketingExperiments have found that sometimes making a small webpage change — like naming a form or download — can increase conversions dramatically.…

(This article was originally published in the MarketingExperiments email newsletter.) Do you have a favorite clothing store? Is there a special coffee shop where you go to relax or meet a friend? Do you only use iPhones? Or perhaps you prefer an Android? When you choose to habitually buy from a particular brand, whether online or brick and mortar, that brand has successfully stored value equity in your mental bank. In other words, you believe the…