Post by account_disabled on Dec 28, 2023 3:31:45 GMT -5
Although polarization has society firmly by the neck, this polarization does not seem to affect the brands, which seem united around commercial messages that are as clonal as they are soporific . Since the pandemic entered the scene , many brands have clung like limpets to identical clichés that have little or nothing to do with their products and services and that, therefore, have little or no value for their target. For the consumer, this type of advertising actually goes in through one ear and immediately out through the other. It does not have any type of draft in it. That all brands seem determined to appeal in unison to unity, solidarity and resilience has nothing wrong with it, because such values are necessary in these difficult times. But advertising messages eternally leveraged on these values and feelings are very unlikely to inspire purchases by the consumer.
The role of advertising is to encourage people to buy or support something , whether it is a product, a service, a campaign or a Phone Number List candidate. Advertisements that emphasize the goodness of unity in the face of adversity or urge consumers to act responsibly to stop coronavirus infections do not give audiences anything they can ultimately buy. There is, however, a value that brands can appeal to in these times without falling into repetition: perseverance . Used well, perseverance can help brands attract customers to their ranks, says Leslie Zane in an article for Harvard Business Review . Consumer confidence sank in 2020 into a bottomless pit of hopelessness. And although the arrival of the first vaccines on the scene will make people feel more comfortable and safe, a good part of consumers will face the coming months with their belts extraordinarily tight.
The consumer makes most of their purchasing decisions subconsciously. It must be taken into account, however, that purchasing decisions are not made rationally and are the result of a complex amalgam of processes that take place in the subconscious. How then can brands sting the consumer's subconscious to ultimately move them to purchase? In the bowels of the consumer's mind there are networks of associations and memories directly related to brands (and of both positive and negative nature). Each of these networks responds to the name “Brand Connectome”. Consumers are not aware of it, but these hidden networks are the ones that dictate the brands they put most frequently in the shopping cart. Still, these networks are extraordinarily malleable and dynamic. And brands can influence them so that positive associations come to the surface and negative associations remain buried in the most abyssal depths. These networks are in no way restricted to the universe of brands.
The role of advertising is to encourage people to buy or support something , whether it is a product, a service, a campaign or a Phone Number List candidate. Advertisements that emphasize the goodness of unity in the face of adversity or urge consumers to act responsibly to stop coronavirus infections do not give audiences anything they can ultimately buy. There is, however, a value that brands can appeal to in these times without falling into repetition: perseverance . Used well, perseverance can help brands attract customers to their ranks, says Leslie Zane in an article for Harvard Business Review . Consumer confidence sank in 2020 into a bottomless pit of hopelessness. And although the arrival of the first vaccines on the scene will make people feel more comfortable and safe, a good part of consumers will face the coming months with their belts extraordinarily tight.
The consumer makes most of their purchasing decisions subconsciously. It must be taken into account, however, that purchasing decisions are not made rationally and are the result of a complex amalgam of processes that take place in the subconscious. How then can brands sting the consumer's subconscious to ultimately move them to purchase? In the bowels of the consumer's mind there are networks of associations and memories directly related to brands (and of both positive and negative nature). Each of these networks responds to the name “Brand Connectome”. Consumers are not aware of it, but these hidden networks are the ones that dictate the brands they put most frequently in the shopping cart. Still, these networks are extraordinarily malleable and dynamic. And brands can influence them so that positive associations come to the surface and negative associations remain buried in the most abyssal depths. These networks are in no way restricted to the universe of brands.