Brand Building And Fear
Unfortunately, fear is still the primary motivator among humans.
NEW THINKING
Unfortunately, fear is still the primary motivator among humans.
Brand marketers should keep the following in mind for building strong brands:
What does it really mean to be a truly “brand-driven” enterprise in the new economy?
Most leadership teams choose “trustworthy” as the most important brand personality attribute when positioning their brands. Why? People need to trust the brands they use. They want to know what to expect. They don’t want any surprises, at least not negative ones.
Whether one considers Apple’s iPod, iPad or iPhone or Ty Nant’s bottled water or Giorgio Armani clothing, aesthetics plays an important role in the appeal of brands. Even the appeal of less upscale brands is often driven at least in part by their aesthetics. Consider Dove soap or the Gillette Fusion ProGlide razor or Hershey’s Kisses or the earlier version of the Hyundai Sonata that looked like a Jaguar.