A Quote by Mark McKinnon
Marketers know - no matter how deep the emotional connection or brand loyalty - when a product does not perform, rational thought overtakes emotion, and most consumers make a new choice.
Related Quotes
It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional. When we are happy, we are not [rational]. In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing.
The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one time could spread their message through traditional marketing, consumers now seek an enduring emotional connection with the companies they patronize. The foundation of that connection is the most important characteristic of building a world-class brand: trust. Trust with your people and trust with your customers.
It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.
Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.
If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.
The strength of brand loyalty begins with how your product makes people feel.
Anyone can replicate a product. There are lots of brilliant minds out there that know how to code, but there's unique DNA to a brand. You cannot have a brand without people. That is the most important asset you will ever have.
For most modern marketers, quantity isn't the point. What matters is to matter. Lives changed. Work that made an actual difference. Connection.
I learned that most people buy based on emotion, not on a rational breakdown of the product or service.
I find humanism to be the most rational and positive philosophy for life. And it's not a new thing at all - the history of humanist thought is deep and inspiring.
A great brand taps into
emotions. Emotions drive most, if not all, of our decisions.
A brand reaches out with a powerful connecting experience.
It's an emotional connecting point that transcends the
product.
At the heart of science is an essential balance between two seemingly contradictory attitudes-an openness to new ideas, no matter how bizarre or counterintuitive they may be, and the most ruthless skeptical scrutiny of all ideas, old and new. This is how deep truths are winnowed from deep nonsense.
Because abortions are illegal, women who need and want them have no choice in the matter, and you-because you know how to perform them-have no choice, either
Man has been called a rational being, but rationality is a matter of choice-and the alternative his nature offers him is: rational being or suicidal animal. Man has to be man-by choice; he has to hold his life as a value-by choice; he has to learn to sustain it-by choice; he has to discover the values it requires and practice his virtues-by choice. A code of values accepted by choice is a code of morality.
A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.
Brand marketers don't believe that ad-tech companies view brands as true partners. Ad-tech companies think brand marketers are paying attention to the wrong things. And publishers, with a few important exceptions, feel taken advantage of by everyone.
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