Forget the flashy tech startups or digital-only products for a moment. Some of the most talked-about brands today are rooted in the ordinary – think a local eatery, not a Silicon Valley unicorn. The secret to building a memorable, beloved brand isn’t always about what you sell, but who you show.
Building on our previous article, let’s see how a marketing campaign could be created under the category of Emotional Value and Milestones. For this example, we will target student graduation season in late June. The product we will be featuring is a diamond pendant necklace.
Jewelry has adorned bodies for thousands of years. Each piece tells a story from the simplest silver band to the most dazzling diamond. But what are the motives behind the stories women are telling when they wear jewelry? The reasons are as varied and unique as the women themselves. Here are some of the motivations behind this timeless tradition.
If you are selling products that most people would initially consider a commodity, here are 10 core customer motives to appeal to that will instantly brand you as unique and different.
Not getting results from a marketing agency is a very common occurrence for new start-ups. But the situation is very avoidable. The primary problem is that start-ups are far too anxious to get started, and there are far too many marketing agencies ready to take on any new client.
When consumers choose a specific brand, they often ask deep, subconscious questions that go beyond functional or surface-level considerations of the product, like price or convenience. These questions reflect their values, emotions, and long-term needs.
One of the most perplexing statements I make to the students in my marketing classes is, “You can’t buy a Ford.” Their first thought is, “What’s he talking about, … sure you can.” To which I reply, “No, you can’t.” Go onto any car lot and ask to buy a Ford. The salesman’s bewildered looks will be proof enough that it’s impossible. And if you ask enough times, he might even throw you off the lot for being a little crazy.
