Feb 28, 2014

Why are some brands irresistible? Ever felt that urge to buy something? Ever go through the mental torture of weighing up why you should purchase and the reasons why not? I have, in fact before I got this Macbook Pro I went to hell and back justifying the purchase. I so wanted the Mac but couldn't justify the expense. Then came the point when it just became irresistable...... Why do I find some brands irresistable? Because they understand and spend time creating 'irresistability". Not features. Not processes. Not 'nice' packaging. Not good value. Not visually appealing....NO they concentrate on creating irresistability. So whether it is the BBC for news, whether it is Amazon tracking a critical package for me, whether it is a specialist who engages me......they concentrate on creating a core irresistability which I can rely upon, suppassing the rational side of my mind. They don't offer choice, they offer no choice; I simply cannot refuse the offer. Brands are too willing to accept nice, good, decent, ok.......too willing to accept a comparison to other mediocre offers. What if you changed the internal mindset from good to irresistable? What would you do differently? And this is not just about premium products, think how discount stores offer an irresistability. It is not just about product, think how different services from personal coaches to rental cars offer an irresistablity. Resistence to purchase is evident to different degrees. It is our job to fight the resistance on behalf of the customer. So ask this question
Show 475 - The Truth About Trust The Engaging Brand podcast covering social marketing, business ideas and brand marketing tips has a new episode. Anna Farmery speaks David DeSteno, Professor of Psychology at Northeastern University who "studies the ways in which emotions guide decisions and behaviors fundamental to social living". We talk about The Truth about Trust and how it determines success in life, love, learning and more. This expert interview covers; The misunderstanding of trust and the true meaning of trust. Do you need to trust yourself before you can trust other people? How trust is linked to competency. Are we born with trust or is it developed? Does trust need interdependence, dependence or independence? How seeing yourself in relation to those around you affects your trust. The importance of the relational aspect of short and long term benefit built into trustworthiness. How trust works with technology. The role of the screen and do they need us to be even more obvious with our values. Decisions to trust operate on conscious and unconscious levels. How And finally the listener of the week Tiffaney Malott who joined the Google+ group - a goodie bag is on it's way to you to say a BIG THANK YOU! I love to hear your thoughts so email me, anna@theengagingbrand.com, join me on twitter, Google+ or Facebook...love to hear your opinion and ideas. 1) How you can listen to The Engaging Brand here 2) You can subscribe to the show via iTunes or 3) If you use a different podcatcher then you can subscribe using the following RSS Feed You can now also find it on Stitcher Radio

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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