The battle for consumers’ hearts, minds and wallets won’t be won in R&D labs.
NEW THINKING
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Michael Solomon, Author at Branding Strategy Insider - Page 4 of 5
Traditional marketing communications erected a big wall between what anthropologists term Sacred vs. Profane.
When people discovered that dropping Mentos candies into a bottle of Diet Coke creates a geyser that shoots 20 feet into the air, more than 800 videos flooded the Internet to document the volcanic possibilities.
Identity marketing is a promotional strategy that encourages consumers to alter some part of their bodies to advertise for a branded product.
We don’t buy brands because of what they do. We buy them because of what they mean.