TO LINK TO POST: http://bit.ly/1mGQtHU
Doug Simon, President & CEO of D S Simon, catches up with Steve McKee, keynote speaker at the PRSA Counselors Academy Conference in Key West, FL and author of Power Branding: Leveraging the Success of the World’s Best Brands. Steve shares his insight on how agencies, corporations, really anyone, can apply his principles successfully and build strong branding. First step: Appeal to consumers’ hearts, not their heads.
Branding is really about likability and relatability. We don’t do enough of that business.
The cliché is that people buy in emotion and justify it with fact. The reason it’s a cliché is because it’s true. We all tend to be driven by hunches, feelings and emotions. Mixed up in there is our thought process and rationality, but it’s mixed up in there. It’s not driven by rationality.
Brands tend to not relate to people as people. We tend to think that the consumer is some sort of a character or caricature, instead of a living, breathing, rational and irrational person.