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The evolution of marketing and why Branding matters
/*A THREAD*/
/*A THREAD*/
Marketing evolution went from:
Features - "What it has"
To:
Benefits - "What it does"
To:
Experience - "What you& #39;ll feel"
To:
Tribal Identification - "Who you are"
Features - "What it has"
To:
Benefits - "What it does"
To:
Experience - "What you& #39;ll feel"
To:
Tribal Identification - "Who you are"
We moved from an economy of mass production to an economy of mass customization
We have a lot more purchasing choices
The competition copies each other& #39;s features as soon as it is released
We& #39;re now rich in information but not in time
We have a lot more purchasing choices
The competition copies each other& #39;s features as soon as it is released
We& #39;re now rich in information but not in time
That& #39;s why branding suddenly becomes so important
You have to find a way to differentiate yourself from competitors with similar products/ services
Features and benefits are still important to a lot of people, but not as much as personal identity
You have to find a way to differentiate yourself from competitors with similar products/ services
Features and benefits are still important to a lot of people, but not as much as personal identity
Our purchases choices are now more emotional and symbolic attributes based:
How does the product look like?
What kind of people buy it?
Which tribe will I join when I buy it?
What do other people say about it?
How does the product look like?
What kind of people buy it?
Which tribe will I join when I buy it?
What do other people say about it?
People should not only focus on the USP but also on the UBS - Unique buying state (of customers)
People like to feel like they belong to something bigger than themselves
People don& #39;t buy brands anymore, they join brands
People like to feel like they belong to something bigger than themselves
People don& #39;t buy brands anymore, they join brands
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