Brain Driven Brands 9 Things Marketers Shouldn’t Believe About Customers Anymore
Oct 24, 2024
Marketers often cling to damaging beliefs about consumer behavior. The importance of emotional connections in purchasing decisions is stressed, pushing for a shift from outdated strategies. Survivorship bias is called out for distorting perceptions, while the idea of raising prices instead of discounting is explored. Emotions are shown to play a crucial role in how choices are made, urging marketers to understand real consumer desires. Ultimately, aligning marketing with consumers' values can enhance engagement and effectiveness.
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Emotional vs. Logical Decisions
- Stop believing customers always make logical decisions.
- Focus on emotional benefits and identity-driven marketing instead of features.
Customer Focus
- Customers don't care about brands as much as marketers think.
- Focus on what's in it for the customer, not the brand's story.
Recall over Attention
- Customers don't see everything you create; focus on recall, not just attention.
- Attention is good, but recall is way better.