Finally, marketers are acknowledging the necessity of listening to consumers – aka “people” – and brands are adjusting to the social networked environment by opening conversations.
NEW THINKING
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Dr. Bob Deutsch, Author at Branding Strategy Insider
Happiness is a hot topic these days. Scholars have recently noted some non-intuitive dynamics as to what makes people happy, and, of course, Americans are always in the pursuit of happiness.
Men are, well, men. They live in the ‘now.’ They are concrete thinkers that like to consummate, finish. A male axiom is “complete what you set out to do.” Men are interested in power and in looking good, even more than being good. In short, that’s the nature of beauty for the beast.
In my work as a cognitive anthropologist I study how the mind works, how people “make meaning,” how people form attachments to things (brands), and how people make decisions.
Once upon a time people lived in a state of positive expectations. There were relatively few products, great demand and most products enjoyed high brand differentiation. This was circa 1960, when most marketing models in use today were developed, like the purchase funnel, which measures advertising effectiveness.