While the list below was created over 75 years ago, it speaks to the timeless quality of human motivations. Advertisers continue to tap into these consumer motivations to build brands and sell products today.
I have written before about the importance of color choice in brand identity systems and retail environments.
~In general, it is much more important for a brand to focus on gaining the zealous support of its primary customers than it is to try to gain the business of a much broader audience. If the primary customers are “brand fans,” others will follow.
Chief brand champions will be more effective if they exhibit the following personal characteristics:
