inside the mind of the consumer
This is on a similar theme as an earlier cartoon I drew in July. I have to remind myself sometimes that my brand is not the most important thing in a target consumer’s life. I think a lot of brand positioning statements are written as if the consumers are constantly thinking and obsessing about the brand. When I hear the description, “brand loyalist”, I envision a groupie with a logo tattooed on her forehead.
Obviously, even “brand loyalists” have complex lives completely separate from our brands. As marketers, I think it’s good to remember the actual role that we play in consumer’s very human lives, and not overstep the significance of a brand of, say, “pickle relish”.
I’ve always like the word, “inconceivable”, ever since The Princess Bride.