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 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?
What can major brands learn from moms & pops? A lot, says this industry expert.
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.
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.
Last weekend I took my boys and their friend on a road trip. It had been a busy week, and I was excited to spend some quality time with them looking at WWII navy ships on ‘Free Fun Friday’! But with the packed park, heat, and 40 minute detour to get back on the highway, we were exhausted. And when I asked if they had fun, they said they really just wanted to go to the pool.
With summer in full swing, it’s a great time for reassessment and rejuvenation. A key question for marketers and brands to ask during this time is: Who are our top customers? Do we really know who they are? And, what matters to them most?
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.
Feel like your marketing efforts are lacking something, but not sure what? Values are the missing link to turn a mediocre marketing campaign into something memorable. You don’t need to be a psychology PhD or a data scientist to create a great values marketing program (although having one on your team definitely helps)! Just follow these three simple steps and you’ll be on your way to forging deeper, more profitable relationships with your customers.