2013 The Year of Relationships
People look for relationships. They are essential to us, and to our well-being. Interestingly, people also long for brand connections…or relationships, which share a lot of similarities of those, with people. They identify themselves with those brands.
Like with regular relationships, brand relationships can have their ups and downs. Ultimately though, if you do have the bonding, you will be more likely to “forgive” if things don’t go right.
People want to be understood by brands. (Not literally, at least yet!)They like to have products and services that are tailored to their needs so they feel as companies that make them are very perceptive.
Some observed commonalities and this year’s favorite examples:
– They want them to be honest (Smart)
– They want to see them do the right thing (Oreo)
As with any relationships, there will not be one person fulfilling all needs. The same is true with brands. People will have a few needs and brands to which they are most loyal to.
If you are a marketer, think of your brand in relationship terms. What would you like your friends to be? This should be your guide to capturing consumers’ hearts.