Have you ever wondered why consumers buy one product or service over another?
A recent Harvard study further supports that 95% of purchasing decisions are subconscious
What does this mean?
Consumers are mostly driven by unconscious urges, the biggest of which is emotion.
So to begin to answer the question, people purchase from brands not companies.
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It has been proven time and time again that great branding outperforms great products and services.
The best example of this is The Pepsi Challenge in 1981.
At the time Coka Cola was the 800 lb. gorilla in the cola market holding the #1 position for decades.
When the promotion concluded, 6 million Americans had taken the taste test, with 52% choosing Pepsi, 42% preferring Coke, and 6% preferring neither brand.
Did Coke have the best product?
Nope, Pepsi had the superior product in consumers’ opinion.
What Coke had was the strongest brand image resulting in the most customer loyalty.
When you think of Lady Gaga you think eclectic, edgy, creative, extremely talented, sexy, etc.
It is the brand that Lady Gaga has built that sells out concert halls and makes her movies box office hits.
Starbucks created a strong emotional connection with its customers by personalizing the process of ordering your beverage.
They stand for ease of use and familiarity,
their red cups have become a key symbol indicating the start of the holiday season,
and they emphasize supporting the environment among other causes.
REI has developed an entire brand identity around the phrase “an outdoor life is a life well lived”.
Their brand exploded by emphasizing no matter who you are, if you’re an outdoor enthusiast, then you belong to the REI family.
When you think of camping, you think REI.
When you think Rock Climbing, you think REI.
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Ask yOURSELF these 5 questions…
All successful brands start out by defining what their brand image is and how it’s unique from their competitors.
At MCN Digital we ask our clients to fill out a Business Value Proposition form.
The form helps align what your organization has to offer with what your target audience is looking for.
After you have uncovered your unique brand image, identify which channels of communication your target audience spends their time on.
Then, create content consistent with your brand identity and continuously highlight it amongst said communication channels.
MCN Digital was built with the idea of helping good brands get the attention and recognition they deserve and desire through creative digital marketing means. Our primary goal is to help grow our client’s businesses and put in place a strategy that consistently brings in new customers.