Date post: | 23-Jan-2015 |
Category: |
Business |
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what is your brand’s reflection?
humans have a deep rooted need to belong
we need to feel
connected
loved
and a part of something larger than ourselves
brands play a major role in helping us fulfill this need
not only can they facilitate connecting us to others
but they also help us signal who we
belong with
and because of this signal…
a key of component of any brand’s identity is defining it’s “reflected consumer”
why?
“a brand is a customer’s (desired) reflection”
— jean-noël kapferer
a brand’s communications
stores
and products
all work to build a reflection of it’s customer
Was a result…
we have an idea of the type of person that drives this
watches this
and uses this
and uses this
versus this
marketers often mistake target and reflection
The problem is marketers often mistake the target customer with the brand’s reflection
the target is your current & potential
purchasers
the reflection is the way your target wishes to be
seen as a result of interacting with the brand
although your target may look like this
they may want others to see them
like this
at least this guy
did
one key way marketers speak to the target instead of their desired reflection is through the constant use of “that’s why” advertising
and we all know “that’s why” advertising
problem: can’t sleep?
solution: that’s why there is brand X
“‘that’s why’ advertising navigates by reference to consumers. it holds up a mirror to their lives—or what the advertisers supposes are their lives—and gives them a reason to believe the product we are selling contains something that will make their day better in some regard. in this situation i, the brand, am acting in effect as a mirror.”
-adam morgan, eating the big fish
and so we speak to them as they are
And so…
We speak to them as they are, not as they want
to be seen
Need new
not as they wish to be
seen as users of our brand
do you know your brand’s reflection?
to answer this question, finish this sentence
to answer this question, finish this sentence
when others talk about people who interact with my brand they say:
“they are…”
when others talk about people who interact with my brand they say:
“they are…”
brands can have incredible power…
be extraordinary
brands can have incredible power…
be extraordinary
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