When you think of values, most people think of words like trust, integrity, honesty, loyalty, or other qualities or ideals they live by. You may associate values with political concepts. Depending on you worldview, you may conceive of them in terms of family, religion, personal freedom, service to others, concern for the environment. All of these are accurate to a certain degree, but they don’t tell the full story.
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:
When marketing your community to attract new buyers, your job is not just to raise awareness about your brand, but to win people over in a personal way on an impersonal medium: online.
Gallup Research shows that 2/3 of decisions are made by emotional as well as rational factors. And when it comes to people’s health, I think it’s safe to say that percentage probably goes up. There is nothing more emotional or close to our hearts than our health.
When Under Armour got its start in 1996, with founder Kevin Plank selling gear from his car, the market was already dominated by strong performance brands. It had to strike a chord with customers to make an impression, and fast. Flash forward to today. Under Armour has surpassed industry giants like Adidas, with $3 billion in sales last year alone.
Whether we realize it or not, our values impact the decisions we make every day. Backed by proven science and decades of psychological research, the way we prioritize these psychographic needs is one constant that speak to the heart of our identity. Our values determine where we live, what we do, and the brands we buy. How can marketers tap in to this information to develop better campaigns?
How much do you really know about your best customers and what motivates them to buy again and again? Read on to discover how with help from Grocery Outlet Bargain Market and its spokes-puppets, Zenzi increased the brand’s Instagram followers by 400% in six months and won a 2015 Edward L. Bernays Award of Merit for this engaging campaign.
What can major brands learn from moms & pops? A lot, says this industry expert.
To forge a deep, emotional connection that turns customers into raving fans, you can’t be everything to everyone. You’ve got to risk turning some people off. That principle is especially true in values marketing. Here are 7 campaigns that do a great job of appealing to the inner values that drive purchase behavior. While they don’t all feature villains like Jaguar, they all have one thing in common: they speak directly to their audience in a powerful, polarizing way (and that’s actually a good thing).
Ever wish your company could connect with consumers and develop a cult following like Apple, Google, or Netflix? What do they know about connecting with customers that others do not? Here are 4 tips to understand consumer behavior and build audience engagement.