We talk a lot in the brand world about brand strategy, brand vision, brand planning and brand imaging. But in all of this discussion we are missing the critical component of customer context. To best understand we must ask this simple question and be prepared to answer it:
The latest wave of the Kantar Millward brown’s AdReaction study shows that Gen X, Y and Z are sick of advertising; 85% of them avoid ads and 34% of them use ad blockers.
For much of its existence, the theory behind marketing was simple: if you have the means to create a message and the wealth to distribute it, you can control the dialogue about your company or product. When people feel a certain way, however, more words won’t change their minds. But new feelings may.
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” ~ Donald Calne, Neurologist
Centuries ago it was Plato who first observed that human behavior flows from three main sources: desire, emotion, and knowledge. His words remind marketers today that all is won or lost in the mind.
