Think of a conversation you’ve had that you know will stick with you for the rest of your life. What were its characteristics? Why did it have such an impact on you?
Those are the questions we should be asking ourselves when we think about how we communicate with our customers. The greatest marketing campaigns of all time like I’d Like to Buy the World a Coke or Because You’re Worth It or perhaps more recently, Democracy Dies in Darkness all have something in common.
They speak directly to our heart.
Boy, do we listen! And then we respond with deep brand loyalty and a desire to own an artifact – a tangible thing of value – to commemorate our connection to that brand’s message. The act of purchasing an associated product becomes so much more than a simple transaction. It becomes a way to recapture, reboot, and recreate our emotional response… and it feels soooo good.
