A recent study by
Havas Media shows only 20% of brands have the potential to influence our life
and wellbeing. In the UK 95% of consumers don’t care if a brand stops existing;
we want brands to connect to us at a personal level rather than stand for
products alone. So what do we expect from them today?
When brands have better products to offer
When
Google was created back in 1998, the international online community was already
familiar with Yahoo and Alta Vista as search engines, and the introduction of
yet another oddly-named search engine wasn’t met with any great celebration –
the same with the then MSN search engine. However, as Google progressed, it
soon became apparent that the technology being used and developed was able to
deliver more accurate search results than its rivals, and the market shares of
the 3 main engines started to change, with Google soon becoming more in favour
than the others.
Fairly
soon after Google’s rise to popularity, people started using the word “Google”
to refer to an Internet search in general, and now you’ll hear “I’ll Google it”
as the common phrase for a search online, as opposed to “I’ll search for it”,
or even “ I’ll Bing it”/”I’ll Yahoo it”.
Other
vivid examples of brands that became common nouns because of their standing
within the communities they cater to are “Hoover” as opposed to the term
‘vaccuum’ and “Xerox” used to name any automated copying machine. Rarely do you
hear of people “vacuuming” their lounge, and “copying” their documents.
When brands build an emotional connection
More
than ever we want brands to focus on real things rather than plunge us into
imaginary worlds. Dove’s Real Women campaign by Unilever, which highlights
different body shapes and sizes rather than models, has the potential to
encourage women to buy because it let them co-create the brand and be part of
it. At Unilever, changing the perception of marketing also meant changing how
employees talk about customers. For many brands, customers are simply targets
but talking this way can build no emotional connection. We have a stronger
emotional attachment to products if the company treats us with respect and has
a human idea behind its brand.
While
some brands use corporate
promotional gifts to pull in more business, others are changing the message
they send and the way they treat their clients. Time and statistics show we
only care about brands that we feel are created to make our life easier and
happier.
Havas
Media study: http://www.havasmedia.com/2011/11/meaningful-brands-havas-media-launches-global-results/
I am completely agree with fact that while some brands use corporate promotional gifts to pull in more business, others are changing the message they send and the way they treat their clients. Time and statistics show we only care about brands that we feel are created to make our life easier and happier. helpful resources
ReplyDeleteNice blog
ReplyDeleteuipath training in bangalore
angular4 interview questions
python interview questions
artificial intelligence interview questions
python online training
artificial intelligence online training