Compelled not coerced

When Chrysler wanted to tell the story of their post-GFC phoenix rising, they didn’t just shout about deals, give things away or stack inventory.

They tugged at hearts. They gripped souls.

They told their story and it’s one that is haloed by that of an entire industry (even a way of life for many). In this case it was about Detroit, the motor city and heartland of American automotive artistry.

They drew on something that an entire country could feel, fired emotional drivers and strong heritage connections that it's hard not to get behind; the resurrection of a city, an industry, and economy. Lives even, and that's a story that means something.

Discounts, offers, promotions, incentives, all have downside influence on long term brand value when it’s all you do, one after the other, in the absence of work that builds or strengthens brand ties with fans. 

Alone, they will not get you out of a bind.

A brand is only what participants in it feel about it. Without emotion there can be no brand in all but the lowest involvement transactions (where brand matters less or not at all).

When customers seek out to match what they want with what you’re offering, do they see and feel what you stand for or are you just one of many voices calling out for their attention?

Emotional connections are harder to break and there's volumes written on this subject alone. So have a unique voice, not just a louder voice. One that’s heard not because of its volume but because of its stand.

Ahead of my upcoming post on what I’d like to see, feel and will stand for in Marketing for 2017, this is a key theme.