© Sapient Corporation, 2010
Reaching, engaging, and bonding with consumers is becoming increasingly challenging for marketers.On one hand, consumers have become more savvy and critical towards brands, have higher expectations towards marketers, are more empowered and increasingly rely on their peers for their brand decisions.On the other hand, the evolution and increasing complexity of today’s media environment representsnew challenges that force brand builders to venture outside of their creative and media comfort zonesand, in the process, reassess their key success metrics. Traditional media outlets are losing impact while the brand building principles of newer media outlets still need to be discovered and mastered.Causing further disruption, the speed of innovation in technology and its potential applications for brand management make it easy for brand stewards to get distracted from what really matters: people,their attitudes and feelings, and their behaviors.The big challenge many brands face is how to weather the storm and navigate through this ever-evolving and ever-changing environment, while keeping a clear sense of direction and laser-sharpfocus on the business goal.
The business of human persuasion
The model described in this paper suggests one way to do just that. It is based on the premise thatbrand builders and marketers are first and foremost in the business of human persuasion.That is, we marketers build brands by shaping people’s attitudes, beliefs, and feelings towards theproducts, services, and/or causes we market, with the objective to have them act in our favor bypurchasing our brands or joining our cause.
Arguably the biggest shift in marketing today is the realization that everything communicates. Theold packaged good principle of identifying one functional benefit and “hammering” it into consumers’minds with as much media power as possible is insufficient if the goal is to truly bond and connect withconsumers.The marketing community is finally moving towards a more consumer appropriate form of brandmanagement. The industry is realizing that every aspect of a brand can – and should- be used to createcompelling brand experiences and create meaningful and long lasting relationships.Because the principles of human persuasion focus on people, they can be leveraged by every singleaspect of brand communication, from a brand’s retail strategy to the way it communicates.
The Brand Persuasion Wheel:
Six principles to enhance the persuasiveness of your brand
By Ulli Appelbaum | Director of Brand Strategy, SapientNitro