Brands that tap into people’s deepest desires make strong lasting connections with those people. Deep desires most often come from a feeling of lack but can also result from seeking a place of safety, peace or comfort. The following are deep desires into which brands can tap:
Today’s best marketers are creating cause and brand loyalty by telling stories that deliver a pattern of meaning for a society in need of just that.
The conventional wisdom is that marketing expenditures help brands steal share from their competitors. This assumes a fixed pie in which one competitor’s gain is another competitor’s loss. This also implies that products and brands are at least somewhat interchangeable in customers’ minds.
Brand positioning, the image of the brand within the consumer’s mind, is no longer a fixed, static concept. Instead, it is becoming increasingly dynamic and often varies across countries and cultures and according to specific consumer experiences.
Is there really much advantage in being a first-mover? There is a lot of research in academic circles about order-of-entry, and brand marketers are always monitoring the competitive landscape for breakthroughs that could help or hurt their chances to be first.But is being first worth the time and attention, particularly when it comes to all of the technological wizardry whizzing around these days?
