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:
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).
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.
Zenzi’s Social Values Project seeks to identify key markers of consumer values in order to allow brands to communicate with their customers on a deeper, value-based level. Two of the value-driven motivational types the project has uncovered are Prestige Seekers and Pleasure Seekers. While these two types are similar, there are also key differences that could significantly impact the effectiveness of messaging targeted to these consumers. First let’s look at a description of both:
In presenting Zenzi’s capabilities to a potential new client last week, the marketing team asked an important question that I realized I have been answering more and more often lately.“Do you have an expert at your company who focuses only on social media?” The answer (a resounding No!) speaks directly to the heart of what makes Zenzi different.
While it is certainly preferable to explicitly collect data on values from your customers, that may not always be feasible. However, you may already have data that helps you understand your customer’s values. Data on social interactions, openness to new experiences, and location can give you hypotheses that you can test more rigorously in your marketing and communications campaigns.