The shift in the dynamic between customers and companies has changed in an extreme way over the past few years. Consumers are savvier than ever. And so building brand advocacy takes a new approach. The goal is no longer to sell a product but rather to make a meaningful connection.
Let’s look at one of the most well-known examples of this in the tech space: Apple. The launch of their iPhone was revolutionary. They sold the first tablets to consumers who thought of themselves as visionaries and ‘first adopters’. Apple cultivated a strong brand personality based on nonconformity, innovation and creativity. You can see this come to life in their ‘Think Different’ campaign that appeals to the non-conformist population. I carry an apple device, therefore, I am innovative and tech-saavy.
The automotive manufacturer, Subaru is another company that employs this technique. Instead of the cliche, stereotypical way to sell an automobile (e.g., listing safety features or the attractive look read more »