Fifty percent of every buying decision is driven by emotion. Which, for anyone responsible for bringing a product to market, makes a recent Forrester Research survey a concern. It reported that 89% of the respondents felt no personal connection to the brands they buy.
Simply put, the foundation of the marketing communications industry--the consumer’s emotional relationship with products--has never been more fragile.
In our experience as product specialists, we have come to identify eight forces that have a profound and lasting impact on a product’s relationship with its audience. Use them sensitively as you create your brand’s marketing communications and you’re building a love affair between a product and its consumers.
Via Russ Merz, Ph.D.