https://maktagg.com
A study by The Harvard Business Review reveals that the emotional connection between brand and consumer is more important than customer satisfaction.
“PEOPLE WILL FORGET WHAT YOU SAID, BUT NEVER HOW YOU MADE THEM FEEL” MAYA ANGELOU
Messages with feedback
Brands send messages that are received by their consumers. In brands, as in life, a message can be delivered through different media, but the most important aspect is how that message makes an audience feel. The goal of these messages is to reach the public, making them reflect, meditate, think, raise awareness, and motivate them to lead to action, which isn't always a direct purchase.
As?
CONNECTING…
Connection with the audience
The way you connect with an audience can vary: depending on experiences, messages, manifestos, or actions. However, the most important thing isn't the method, but rather following a model that is faithful to the company's mission and vision and that can be maintained over the years. This is how a company's reputation is built, as well as the representation of what the brand or company IS in the public's mind. What's important today is to be or exist by selling a philosophy, a lifestyle, and a concept, and where it connects emotionally with the audience.
Always and its Like a Girl ad, for example, reflect a powerful message that connects with stereotypes and doesn't sell a product, but manages to connect with the audience in a different way.
Apple doesn't sell phones
Apple sells an experience, it sells being different, it sells being two-sided and out-of-the-box thinking. It sells being aspirational because the brand's creator is now almost mythical, a visionary, a magician, and that's what the audience is looking for. It seeks to be inspired, motivated, and to think outside the box.
What is Living
In such a competitive market, companies must understand that connection comes from elsewhere. Corona, for example, launched a beach recycling campaign under its "This is Living" concept. It brings together and takes the initiative to clean beaches, inviting everyone to participate and experience the experience in a different way. "Plastic doesn't belong in the ocean."
If you manage to connect positively with an audience, you will maintain brand loyalty and create a connection engine that will not only sell a product but also create direct brand spokespersons without any investment. The lasting bond between company and customer is what counts. The important thing is to visualize it over time, to think about how we want to be seen 10 years from now, what ideologies are supported, and, based on this, what actions we should take.
To achieve this, communications agencies will be your best allies when it comes to developing a solid strategy that gives your brand all the value it deserves.
