Customers are intimately familiar with how brand excitement or brand dislike is communicated: word of mouth, written recommendations, ratings, reviews, etc. Everyone can access information about a brand’s stuff – the good, bad, and ugly.
The flipside of a marketplace where brands encourage people to buy for emotive reasons is that brands also need to counter consumers’ personal reasons not to buy.
“I never worry about action, but only inaction.” ~ Winston Churchill There’s a simple, human reason why behaviors happen time and time again. We are creatures of habit and familiarity. It is much more comforting to keep hammering away at what we know than it is to stop, reappraise the problem and completely redesign the playbook.
The context for cultures is changing. In four vital ways.
It’s not what you sell. It’s what you stand for.
