While in Vancouver for a 4 weeks course in Business English, I had the opportunity to meet a planning director that has worked in America for a number of years and had a global understanding about brands and communication.
As the conversation flowed: he took a napkin and draw a map explaining how insight works across the human nature and where to find that crossing point between the brands personality and the needs/desires of the target audience
There are many insights and strong points that form the personality of a brand. All of them are valid traits. But, are all of them appealing to the target audience? Which one to select and concentrate on, so that the public feels identified with the concept.
You want your core target to sense that the brand cares about them and see them as valid users.This is achieved by establishing a dialogue and get to know them personally.
You want your core target to sense that the brand cares about them and see them as valid users.This is achieved by establishing a dialogue and get to know them personally.
Jumper.
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