What gives someone the right to brag about a product they purchased? Is it the great deal because they didn't pay a lot? Is it the affluency gained since they paid its weight in gold? What about the attributes or activities the product enables? Then, what gives the brands the right to brag and puff up their chest in front of shoppers? How does all this tie into the buying process? How does all this tie into brand loyalty, but especially brand advocacy?
For any product, namely large considered purchases, the item sought reflects needs for self identity or community compliance. For example, purchasing a car [for most] isn't an act of quick consumption like with a CPG, rather an act of deliberate life forecasting. In that dream they conjure of their life, the product becomes a beacon for something bigger - emotional satisfaction, ideological alignment, or just feeling smart at every instance from their purchase. Buying takes on the ultimate act of advocacy and self-identification with your brand a shopper can make, since they are investing their time (to research, and then through continual interactions), money, personal reputation, and most importantly their trust in your branded promise.
All of this sets the foundation for how we ought to communicate. TV spots, billboards, etc. make up a huge portion of the ad spend, but Awareness comprises a very small part of the consideration process. As designers of experiences we are stewards of technology, and it is up to us to engineer relevant interactions (interfaces to the brand promise) that help people reach some greater potential.
How cool would it be that if instead of a truck website that talked about features, the site inspired unrealized personal or professional affordances? (Which is actually the backward point of features - tell about the product so people can problem solve it fitting into their life - let's take out the problem solving and just make it crystal clear.) What about if the tools made learning easy? For example my mobile phone becomes an easy way to capture car info, that then links back to a great comparative website? We're using mobile marketing in such a way to give us clear insight how people consume knowledge, and we become their best resource for feeling smart. What about tactics which become a hub for connecting with other people who are experts in the areas I have tough questions? Really the list goes on.
Now this isn't a revolutionary concept, but does require us to evolve our thinking past what we are currently creating. So what does this mean? Where do we go next with this thinking? There are opportunities everywhere to impact and raise the tide of change. Often the best approach is a phased approach. Let's talk about what might be right. Where do you want to go next? [where2@gonextconsulting.com]
