Sherwood MacVeigh is Director, Senior Brand Strategist at Hyperquake, a brand evolution agency. She can be reached at Sherwood.firstname.lastname@example.org.
Offering a product or service that meets consumers’ needs is the price of entry for any brand; however, to generate enthusiasm and motivate consumers to purchase brand marketers need to recognize and tap into the power of desire.
As people’s needs, values and desires change, so too, must brands change. What changes should/can a brand make to reignite consumers’ passions?
Similar to a politician seeking office, a brand campaigning for “votes” should move consumers to purchase by painting a detailed picture of how their lives would be better – their aspirations fulfilled – if they select that brand at the store shelf.
Knowing how to create and nurture brand personality and use it to connect emotionally with consumers is an essential part of the brand-consumer dating game. Just as every individual has a distinct personality so, too, does every brand.