The uninformed consumer is passé.
It’s ever more important to put a story out that matters (if not because you actually have one that matters, but because it is becoming the only way to survive in business).
The days of advertising and appealing to the mass are over. Now people are steadily searching out brands, reading about stories, seeing reviews from people who worked at the company of the product they want to buy. They actively ask what their friends think of a particular product before making a purchase. They read the “about us” page before they continue looking at what to buy.
Very soon Unilever will lose customers to their brands because people will see that they run provocative ads for their Axe brand that directly counters the messages they are trying to get across with their Dove brand.
These conglomerates that are trying to reach the mass by switching what brand they slap on a product won’t benefit them in the long run, simply because people are now realizing how one company is running the majority, and they’re not happy about that.
Take the beer industry for instance. The rise in craft brewery sales can be pinned (among other things) to consumer’s realization that Anheuser-Busch and MillerCoors are the parent companies to some of their previously favorite beer brands.
Now people are starting to go to the restaurant that has a family story over the chain restaurant where computers rule.
In the past, having 20 brands owned owned by a parent brand worked. Now people want one brand (the parent) with one product. And that’s good for you and me because it offers us the chance to tell a story that truly matters, resonates with humans (not robotic consumerists), and allows us to pour our hearts into one bucket.
Stay Positive & Being Passionately Forward Leads To Consumer Attachment
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