Consumer Engagement
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Cracking The Code Of Consumer Psychology

Cracking The Code Of Consumer Psychology | Consumer Engagement | Scoop.it
In spite of Steve Jobs' distrust of consumer psychology, experts say it can be very valuable. (Photo credit: Wikipedia) This post is co-authored by John Corcoran, creator of SmartBusinessRevolution.com.
Liz Reid's insight:

This article discusses the importance of emotion in terms of marketing and how brands try to develop emotional responses in their consumers. It is interesting to note the idea that consumers are often irrational in their purchases, they often cannot explain why they want something. This is a really interesting concept and demonstrates how we as consumers are often unaware of the ways in which marketing and advertising affects our buying. Although having emotions in mind when developing marketing strategies, it is quite difficult to actually market for emotional responses as they are so varied and often are hard to discern. Although something as simple as good customer service could help to create positive feelings towards a brand and help to cultivate a loyal customer base. 

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Rescooped by Liz Reid from Integrated Brand Communications
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Branding Strategy Insider | Brand Strategy And The Lovemarks Theory

Branding Strategy Insider | Brand Strategy And The Lovemarks Theory | Consumer Engagement | Scoop.it

Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.

 

This is the essence of the Lovemarks argument. If you want people to take action—whether for something momentous, like voting for a president, or seemingly mundane, like buying one brand of facial tissues over another—you need to appeal to their emotions.

 

Neurologist Donald Calne perhaps said it best: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”

 

How can we create the kind of appeal that makes people feel inspired or laugh or cry? First, we must realize that brands don’t just get it by asking. They start by giving love, demonstrating that they love the people who buy them. The sea change comes when brands stop thinking about their customers as “them” and start thinking about “us.” When marketers make this change, they start rewarding their customers every day with brand experiences that have special resonance in three key areas: mystery, sensuality, and intimacy.

 

Of all the potential aspects of emotional resonance, perhaps none is more important than the sense of mystery that comes from great storytelling. Annette Simmons, an expert in storytelling, puts it precisely: “When you tell a story that touches me, you give me the gift of human attention—the kind that connects me to you, that touches my heart and makes me feel more alive.”


Via Russ Merz, Ph.D.
Liz Reid's insight:

The Lovemarks theory is an interesting concept in relation to brand management and how brands communicate with consumers. Brands can attempt to appeal to consumer's emotions and elicit emotional responses, which in turn can lead to action, for example, purchasing a product. Brands with Lovemarks have a great deal of loyalty, inspire consumers and reward their consumers with experiences. I think the Lovemarks theory is extremely applicable to the brand created by the All Blacks. People feel a great deal of emotion and loyalty when they think about the All Blacks and this is perpetuated by the various communications that the All Blacks put forth. Emotional responses are exercised by the buying of merchandise and attending games. It is interesting to discuss brands and their communication with audiences in terms of the Lovemarks theory. Which brands elicit these responses and which do not? Are the brands that do stir up emotion more successful in the marketplace? 

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Yangyu Wang's curator insight, August 20, 2013 4:16 PM

I found this article very useful and valuable. It has an in-depth explanation of the emotional bonding with brands based on the Lovemarks theory.

 

Annette Simmons’s point of view has made a lot of sense “When you tell a story that touches me, you give me the gift of human attention—the kind that connects me to you, that touches my heart and makes me feel more alive.” Though there are many external influences on consumer behavior, such as culture difference, social positions, ethic groups, norms, values and believes, it doesn’t change the nature of love of human beings no matter which cultural backgrounds you have. As discussed in the article, stories have huge value in business, especially in brand management area. It brings branding onto a new level by creating a culture, character, personality and sensuality. It inspires their consumer think “What does this brand smell like, taste like, look like, sound like, and feel like?” 

 

People create allegiances to brands because they form sets of emotional expectations and preferences about brands. Brands can’t stop at a commodity level, “when consumers feel a sense of love for a brand they have a higher sense of brand loyalty, spread positive word-of mouth, and resist negative information about that brand” (Batra, Ahuvia, & Bagozzi, 2011)

Levi Norton's comment, August 21, 2013 8:22 PM
Responding to Elizabeth's article, Great find of relation to the importance of emotional responses I fully agree about attracting consumers through emotion as Elizabeth said the role of emotions can play in building resonance and connection between consumers and brands. In my point of view I get engaged to brands that have emotionally attached me e.g. same personality as me. I enjoyed reading this post nice work Elizabeth
Logan Harris's comment, August 22, 2013 6:43 PM
I find the concept of Lovemarks (not to be confused with hickies!) really intriguing. Creating a brand that consumers both love and respect takes a lot of effort and surely must utilise the integration of many different channels of communication. For me to love a brand I have to love everything about it - from the values it holds as a company, to the tone it uses in its communications, right down to the design and packaging of the product itself. Encouraging the 'love' of a brand goes beyond increasing the sales of the product to one consumer. Each customer that comes to love your product becomes an ambassador for it, recommending it to others above and beyond other brands. While I personally buy plenty of things I need to fulfil a need on a commodity basis, I actively look forward to making my next purchase of a brand I love!
Rescooped by Liz Reid from Integrated Brand Communications
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General Mills Embraces Collaborative Storytelling with Hello Cereal Social Media Community

General Mills Embraces Collaborative Storytelling with Hello Cereal Social Media Community | Consumer Engagement | Scoop.it

Inspired by the passion and enthusiasm people have for cereal, there’s a new, “Hello Cereal” co-branded social media community from General Mills that is generating buzz for its creative and collaborative visual storytelling approach.

 

Love cereal? You’re not alone. Inspired by the passion and enthusiasm people have for cereal, there’s a new, “Hello Cereal Lovers” co-branded social media community from General Mills that is generating buzz for its creative and collaborative visual storytelling approach. Spanning Facebook, Twitter, Instagram and Tumblr, the “Hello,  Cereal Lovers” communities focus on General Mills’ cereal varieties, but aren’t opposed to (gasp) occasionally mix in a competitor for the sake of a sweet recipe.

 

 

With more than 40 varieties alone from General Mills to share content from, frequently featured cereals include Cheerios, Cinnamon Toast Crunch, Cocoa Puffs, Cookie Crisp, Life, Lucky Charms, Trix, and more. The cereals are celebrated through a delicious array of mashups, recipes and bowl selfies. There are even posts dedicated to wacky mascot images and DIY projects to make with a cereal box.  The experience is fun, colorful, and plays to the many crave-worthy moments where people can enjoy cereal.

 


Via Russ Merz, Ph.D.
Liz Reid's insight:

This case study of General Mills' Hello Cereal concept, highlights the ways in which social media is facilitating consumer engagement and communication with these consumers. This clever use of social media channels allows consumers to feel engaged with the brand and its products whilst collaborating with others. It creates a brand experience whilst not explicitly promoting the brand, rather subtly integrating the brand with the experience. The two-way communication featured in this example allows users to feel that they are contributing to the brand in a creative way. This is a clever and non-traditional to promote a product/brand and highlights the way in which brands can use social media channels in innovative and highly successful ways.

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Russ Merz, Ph.D.'s curator insight, August 8, 2013 9:10 AM

Interesting use of a social media community to build #brand #engagement through #collaborative visual #storytelling.