Wednesday, September 16, 2020

Marketing must evoke emotions else its not Marketing.

Marketing must evoke #feelings!

Not 'better' features. Not  'better' 'reason to believe'(s).

So often while positioning our brand, we write the complex brand key/brand stand or similar #brand #positioning framework to capture key elements leading to how we position the brand.

We also write simple statements to convey the idea in a simpler format, sth like - For [your audience], [your brand] is the [your market] that best delivers on [your brand promise] because [your brand], and only [your brand], is [your evidence].

So, the mechanics of diving deep and defining sharply all these elements to uniquely position your brand is fine. But in one sentence, what your brand should do?

πŸ‘‰ All our marketing must focus on what emotions/feelings it leads to for consumer and does it bring him closer to what his dreams and desires in his life.

πŸ‘‰ What is that feeling or emotion that ur brand will bring? Define it. Freedom. Safety. Arrived. Ecstacy.

πŸ‘‰ Need a Qtr inch drill bit to make a Qtr inch hole or to put up a book shelf to make it look tidy on the wall or to showcase your taste of books and how well read you are?

πŸ‘‰ Need a deodorant to just neutralize body odour or to define how suave you are without speaking thru ur signature fragrance?

Thoughts?
#MarketingisSimple

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