your brand? sorry, not bothered in the slightest

There's a well known quote from ad legend Lee Clow (creator of Apple's best ad work) which goes something like 'most people don't have enough time to interact with their kids, let alone your brand'. 

Which got me thinking.

We recently put together a creative proposal for a well known train company. Their evaluation of previous campaigns showed that customers were not at all bothered about their brand or what it 'stood for on an emotional level'. In fact they couldn't care less. What customers actually wanted was a reliable, clean train at a cost they could justify for their journey. Although the client wasn't best pleased, we weren't in the slightest bit surprised.

The reality is that 99% of consumers have no allegiance or attachment to a particular brand in any way, shape or form. They buy products for a number of reasons - because they always have (apathy), because it was on offer (bribery) or because a friend told them about it (recommendation) - but rarely for the reasons marketers believe they do. In short, we're a fickle bunch.

So what can we learn from this?

We can learn that marketing efforts should be concentrated on the product - telling customers why it is good, why it is better, why lasts longer etc. The polar opposite of trying to get them to 'engage' with a brand on some form of emotional level.

As Bob Hoffman is so proud of saying "We don’t get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product."

Couldn't have said it better myself Bob.


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