Make no mistake, the number 1 goal of companies and brands is to sell but … times have changed. How it is sold and what it uses is no longer exactly the same and it no longer works the same way. Consumers no longer expect the same things and no longer want brands to deliver the same messages to them. Consumers have changed and how brands relate to them has no choice but to do so as well. In a chapter of Mad Men , the series that has become one of the best references to understand how marketing and advertising worked in the past, Peggy, one of the protagonists, decides to create a kind of revolt in a store to attract consumers’ attention to a product Bangladesh Mobile Database. Two housewives will try to do with the product in question and will make the whole supermarket interested in it. Would you achieve the same results today by doing the same? In the past (and by the past we are not talking about a hundred years ago, it is actually something much more recent), brands had certain elements that helped position and sell.
Using a famous person worked, casting a catchy slogan too (after all, there weren’t as many media outlets as there are now and it was much easier for something to actually be seen hundreds of times and ‘hit’) or make a brand-name proposal . Not so long ago, certain brands and certain products were seen as a kind of status symbol and as a way of telling the world what one was. So you wanted an expensive car, a house with certain conditions, and that particular designer’s T-shirt. Consumers are no longer seduced with simple messages or strategies designed only to sell and sell. But these ideas are no longer valid today, and brands have to work much harder and in much more varied areas if they really want to connect with potential buyers. Consumers no longer use just those messages and ideas to position and sell and sell no longer work.
Selling has become a long-distance race and one in which brands have to wake up in areas that until now they were ignoring. Part of this change in what to say to consumers is strongly marked by the change in consumers themselves. The evolution associated with demographic changes has a direct impact on how the messages that should be served to connect with them should be. Millennials have entered the market with force as consumers (they are the generational replacement and are the group with the greatest demographic weight in some markets) and have made companies have to assume their demands as key elements for brand management. Millennials don’t ‘buy’ the same values as their parents or grandparents and expect companies to meet different goals, with different ideas, and serve different questions when it comes to connecting with them.
To this we must add another more contextual element that has arrived at the same time as the millennial boom. Brands have to face a present in which there are more and more messages, more and more noise and in which it is more and more difficult to stand out. As the internet has become more popular and as mobile devices have become increasingly common in consumers’ day-to-day lives, reaching them has become a much more delicate matter and one, in addition , in which the elements of the past cannot be relied upon to achieve this. And that’s where brands have moved from simply selling to the much more complex environment of the present. Now you have to fall in love, excite and be aware In the language of marketing, new words Brother Cell Phone List, new obligations and new questions have appeared that have begun to make things much more complex and much more different from what they were doing until now.
Concepts such as love marks, brands that have made their consumers love them, have become a bargaining chip and aspirations that every brand has to achieve. Today’s consumer has to feel and has to establish links with companies and brands. Brands now have to play in the league of the emotional, and for emotional it is not necessary to simply understand making the viewer cry when they see the television commercial for that product that is being sold. Emotional means that the brand, its products and its communication actions have to create emotions within consumers and that they have to make them connect with them. Today’s consumer has to feel and has to establish links with companies and brands. Just as they expect brands to be their friends on social media, they hope to establish much deeper connections with them when it comes to getting their products. To this we must add that the brands of the present can no longer be like the brands of the past, those that only wanted to make cash and more cash.
Brands nowadays have to have objectives and for objectives it is not worth simply making their owner rich. Consumers are suddenly demanding that brands have ethics and that they have life goals. Brands that are respectful with the environment, that are linked to local production and that associate the purchase of products with development actions are no longer rarities: they are the new normal element in the business strategy. Consumers expect brands to aspire to those things. And furthermore, consumers are also driven by completely different interests and therefore buy in a totally different way. To the modern buyer, a brand-name car no longer seems like a sign of social position but possibly a waste, just as he prefers to stay in the center of the city and live in a tiny apartment than to go to the suburbs to one of his immense terraced houses. Now they want experiences and are willing to pay for them. They want things to match their life interests and to make them more memorable. That is why now what they expect from brands is not only different things, but also that what they are willing to pay for is something completely different. Consumers of the present flee from the t-shirt with the printed logo of the brand that makes it,
