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Scoop.it!
We are thrilled when we get positive reviews – it’s a reaffirmation that the investment we’ve made in the customer’s experience has been worthwhile. But correspondingly when we get negative reviews, that’s why it can feel so personally wounding. Yet to truly exploit reviews, it is essential to look at all of them – whether they’re good or bad. To do this, we need to understand shopping psychology, to see the reviews through our customers’ eyes so we can strategize accordingly.... 
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Scoop.it!
The desire to be part of something bigger. To really understand what it is about branding that appeals to people, we first have to understand the deeply entrenched set rules that we as people, animals, or however you would like to refer to yourself, actually work to, whilst observing the guidelines, parameters and systems that we work within…sure Brands act as a sign post for the product or service, building associations etc but that’s not all and not enough either. To avoid going into the deep physiological motivations that affect all of us, for the purposes of this article I am forced to make some sweeping generalisations. The first of these is that beyond all other emotional requirements, we have an unending drive to be understood. Understanding is the lifeblood of our emotional state. For those of you that wish to do a little back reading about this somewhat broad statement, I can suggest several well written studies, that do a far better job of explaining why this is than I can deliver in this short thought piece. To illustrate: have you ever noticed that most people actually quite like talking about their thoughts, feelings, opinions and emotions to other people. We see the evidence of this in the massive popularity of status updates and tweets etc…
Jeff Domansky's insight:
I found a lot of useful marketing insight in this post. Recommended reading.
Rui Dong （1248713）'s comment,
August 21, 2013 10:33 PM
Hi Steven, I found that this is a very good article about brand thing. We have many ways to run and manage a brand, but the first and the basic point is that we have to understand the deeply entrenched set rules that we as human with those guidelines, parameters and systems and so on. I agreed with what Steven said, brand is not only about the products and service, but also presents enterprise values, missions etc. Most consumers are emotional buyers, so that how could we get them interested in what we are talking about and keep watching our brand and relevant productions and services is become the key point. This article gives an example, which is why individual people work in a team can achieve more. Because they could share their understanding based on a common goal, and team is the best platform.
Labroye Tauevihi's comment,
August 22, 2013 10:43 PM
I found this article to be very informative when discusseing brand management. In particular, I found the vivid visualisations of how the author used everyday scenarions to compare it to how branding should work. This made it a lot easier and allowed for a much more clear understanding of the points abour branding that the author was trying to get across. It is also interesting when he discusses the points about what we buy will represent ourselves to the world. Something I highly agree with. I tend to think that what people are wearing can aid in defining who they are as a person. The clothes act like an outer skin that can project our personalities and I think branding is similar to this, by promoting the products they are trying to sell.
Elaine Li's comment,
August 23, 2013 12:16 AM
Hi, Steven, thank you sharing this article, I totally agree with your insight.
This article shows many different way to manage the brand. This article shows teamwork is much better than individual work also shows people working a company with very famous brand, they will feel proud of it. I agree with what Steven said in his insight, brand is about service and product of the company and the most important thing is brand also can represent the user. The insight also mentions to build a brand need have a unique ideas, to let customer think your brand is much greater than others. A good brand can ring many benefits to your company |
Valuable marketing insight.