People (consumers, buyers, audiences) live in stories that they have inherited from their family, the people around them, and the media and messages they see on TV or magazines. Real or not, realistic or not, these are their stories.
And I have a hypothesis that what really drives affinity, love, and trust in a brand is how strongly, deeply, honestly and realistically does a brand story - communicated through creative (or non-creative) ads, media and channels, content resonate with these stories.
These stories are more than just their growing up days or their aspirations - but real, deep, psyche-level stories that they themselves may not know.
Psychology has been considered a non-science by some natural scientists. But psychology and its disciplines and tactics of measuring the unmeasurable could very well be where our answers exist.
We always say right message x right time x right audience. That that is the source of effectiveness.
What if we expanded that even further - by knowing audiences more deeply - not just as members of a defined society but a smaller tribe.
Could our answers be there?
ยค Sent thru an mms. Pardon the spelling errors.
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