Heroes, villains, saviors, and antiheroes are all relatable and sympathetic in their own ways. In marketing, the consumer should be positioned as the hero, not the brand.
NEW THINKING
NEW THINKING
Heroes, villains, saviors, and antiheroes are all relatable and sympathetic in their own ways. In marketing, the consumer should be positioned as the hero, not the brand.
No matter your background, education, and professional achievements, you are capable of great things. Statistically, 99 percent of us did not go to the top 1 percent of schools, have famous parents, or a hefty trust fund. Yet we can all become successful in our own right by making the most of what we have and taking small steps. We don’t have to succeed immediately but we owe it to ourselves to try. In its...
Being a “sustainable brand” has different meanings to different consumers. Some brands are purposefully built around sustainability. “Oatly was born sustainable. Its very existence is the manifestation of their mission. Specifically, to help support ‘a systemic shift toward a sustainable, resilient food system’ . . . to ensure the future of the planet for generations to come.”
Whether we like it or not, cults are very effective in building a following of devotees. Beyond the manipulative and unethical aspects of cults, there is a lot marketers can learn from cult leaders.
Self-expressive brands enable us to express our inner selves, “the way others see me.” People who want to express their “real me” are more engaged with brands online and are motivated to co-create brand value. They become brand advocates. Ultimately, they are willing to pay a premium and will develop a long-term relationship with the brand.