Just like people, brands have personalities. No two brands are exactly the same, and each brand’s unique personality is reflected in everything from their packaging to their advertising, to their blog posts and social media content. Psychologist Jennifer Aaker identified 5 dimensions of brand personality that can be used to classify the personalities of most brands. Here are the 5 dimensions, with brand examples:
Target is announcing it will give shoppers a more gender-neutral experience, as it looks to get rid of boy and girl-related signs in toy and bedding aisles. The change is coming in response to a post that has gained favor on Twitter from a mom, TIME writer and blogger, criticizing the retailer for specifying which toys were meant for girls or boys.
Please join us in saluting one of the early values based marketers, Burt Shavitz, the face behind Burt’s Bees, who recently passed away. Shavitz and his girlfriend started Burt’s Bees with a simple tube of lip balm in 2008 in Maine. Today the company, headquartered in North Carolina, distributes 200 facial and body skin care products to 30,000 retail outlets internationally. Underscoring the brand’s retail success is the company’s greater purpose: the environment, sustainability and giving back.
We’ve all seen them. They seem to be everywhere these days. Articles, advice, seminars, videos, and blog posts teaching us how to market to “Millennials”. Seemingly the holy grail of marketing audiences these days, Millennials are defined, generally-speaking, as the generation of individuals ranging from 18-37 years old, depending on who you ask. Because of the sheer multitude of Millennials (about 40-70 million, also varying by expert opinion), and their presumed purchasing power over the next several years, this group has become a prime target for many brands. Most companies are attempting to reduce this massive population segment into a single set of defining characteristics, including generalized information about millennial values, buying habits and preferred experiences.
You wouldn’t try to sell World Series tickets to someone who doesn’t like baseball, so why try to motivate your customers with a message about, say, innovation, when their values markers indicate that they tend to favor the status quo? Most businesses understand that it is critical to target the right customer types with their product or service. However, in order to reach today’s more informed, media savvy consumer, businesses must go beyond traditional demographic segmentation and speak to what truly motivates people – their core values. In this post, I will discuss why understanding your customers’ values is more important, and more possible, than ever.
A recent article in the Harvard Business Review titled “Marketing Is Dead, and Loyalty Killed It” echoes what more and more marketers are realizing every day: many traditional methods of marketing are no longer as effective in motivating and inspiring customers.
Author Alexander Jutkowitz points to Apple’s phenomenal earnings and 87% customer loyalty in the US and Europe, despite the fact that it does very little traditional advertising and marketing comparatively. Jutkowitz isn’t suggesting brands stop marketing overall. Instead, he recommends they de-emphasize traditional promotional thrusts and focus on loyalty.
Brand marketing is ever changing, providing unique and creative challenges and opportunities for those of us in the industry. High consumer demand creates high competition, to the tune of 500,000 new consumer products being launched each year.
Picture your best customers. How much would your business grow if you could attract more customers like those? What if you could double that number?
How Stone Brewing Company has built a loyal following of passionate, engaged fans without spending a dime on advertising.
‘That’s what we storytellers do . . . We restore order to imagination.
We instill hope. Again and again.’ – Walt Disney