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Instead,\u00a0start paying attention to what people do<\/em><\/span>\u00a0(which is the best indication of\u00a0how they feel<\/em><\/span>), not so much to what they say.<\/p>\n <\/p>\n The more choices there are and the more complex life becomes, the more people make decisions that \u201cfeel<\/em><\/strong>\u201d right to them, and\u00a0NOT on an objective truth<\/em>.<\/span><\/p>\n <\/p>\n So, how is your brand performing in the\u00a0economy of feelings<\/span><\/em><\/span>?<\/p>\n <\/p>\n Changing behavior is a herculean task- ask any newspaper brand or cigarette brand or an Operating System brand..<\/p>\n <\/p>\n You would have heard of this brand called\u00a0Betty Crocker<\/span>\u00a0fabled for their\u00a0Cake Mixes<\/em><\/span>– when they launched, it was launched as a plug & play product, get the mix into the oven and voila, the cake is ready! Guess what? The brand bombed in the market.<\/p>\n <\/p>\n They went back into the market wherein they gave only a 70% ready product and got the customer to participate and work on the remaining 30%- now guess what??\u00a0Betty Crocker<\/span>\u00a0was a roaring success.<\/p>\n <\/p>\n Same thing applied to\u00a0Ben & Jerry<\/span>\u00a0when they launched their\u00a0Lavender<\/em><\/span>\u00a0flavor- it bombed..comeback kid was twinned with a more familiar to the audience\u00a0Vanilla<\/em><\/span>\u00a0flavour and presto..<\/p>\n <\/p>\n Creative pursuits that aim at changing consumer behavior should be hinged on layering the novel on the already familiar.<\/em><\/span><\/p>\n <\/p>\n Caution: The value of marketing is not where you have been told it is.<\/em><\/strong><\/p>\n <\/p>\n Analytics inform , emotions compel.<\/span><\/strong><\/span><\/p>\n <\/p>\n In an era of quantum marketing with\u00a05G, IOT, AI, VR, AR, MR, Meta<\/em><\/span>\u00a0etc, connecting hearts and minds is a great opportunity.<\/p>\n <\/p>\n So,\u00a0Marketing 101\u00a0<\/span>would somewhat go like this:<\/p>\n -Identify which audience you want to be serving<\/p>\n -Examine what they need or want but don’t have<\/p>\n -If you can help people get to where they seek to go, when they\u2019re ready to get there, the stuff called marketing gets significantly easier<\/em><\/p>\n -Be happy with serving a MVA(Minimum Viable Audience)\u00a0<\/strong>rather than try to be all things to all people. Delight the daylights of your\u00a0MVA<\/strong><\/p>\n -Instead of finding customers for your product or service, find a product or service for your audience<\/em><\/strong><\/p>\n <\/p>\n As I conclude, may I direct you to this article from\u00a0BrandKnew<\/strong><\/a>\u00a0on\u00a0how marketing has changed over the last half a century<\/strong><\/a><\/p>\n <\/p>\n ENDS<\/strong><\/p>\n <\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Ever since I can remember,\u00a0marketing\u00a0has focused on\u00a0the\u00a0USP, the unique selling proposition, and the product\u2019s\/service\u2019s features and benefits. This is a traditional theory and applies to a rational, analytical view of value. In an oversupplied market with more, and often conflicting information,\u00a0rational decision making becomes a myth. Instead,\u00a0start paying attention to what people … Continue reading “How is your brand performing in the economy of feelings?”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[202,1838,1837,49,14,1839,189,380,3,1841,1131,130,63,1083,1322,1044,1840,1183,1842,256,187,1836],"class_list":["post-892","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-analytics","tag-ben-jerrys","tag-betty-crocker","tag-brandknew","tag-brands","tag-consumer-behaviour","tag-creativity","tag-customers","tag-emotions","tag-familiar","tag-feelings","tag-isd-global","tag-marketing","tag-minimum-viable-audience","tag-mva","tag-need","tag-novel","tag-product","tag-rational-decision-making","tag-service","tag-usp","tag-want"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t![\"\"](\"https:\/\/www.sureshdinakaran.com\/blog\/wp-content\/uploads\/2023\/08\/Creative-Process.jpg\")
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