Dear Marketers:
I’m much smarter than your marketing gives me credit for. I don’t like to be sold…I don’t care about your advertising, your free samples, your promotions, your special offers. I don’t like to be told what’s cool, new, improved, last-longer, smells better, tastes better, or is less filling…I don’t care about your brand, it doesn’t matter to me. I avoid your interruptions to my busy day whenever and wherever I can…I don’t have time to pay attention to your sales pitch…You are white noise to me and I have tuned you out. If you want to be a part of my life, here’s what you’ll need to do:
Treat me with respect
Provide me with more use value than you take from me in cash value
Teach me better ways to grow and expand my life experience
Help make my day-to-day easier, lighter, more relaxed and enjoyable
Help me to experience greater connection to what’s important to me
Do these things for me and you will win my trust and devotion. Then I will gladly welcome you into my life, and share the value of our relationship with others who are important to me.
Sincerely,
A. Consumer
The Blake Project Can Help: The Brand Storytelling Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
