A brand personality is what the consumer relates to. It’s an added-value aside from the company’s functional benefits. Let’s be honest, people don’t buy because they go through your features and benefits; they buy from you because of the feeling you give them and from how they perceive your message.
From a business standpoint, it doesn’t make sense to spend money on marketing unless it helps you generate more revenue. And where are the best places to spend your marketing dollars? If you want to give your business a real marketing boost, here’s how these industries view market disruptions as opportunities instead of threats.
Brands have long used the purchasing funnel to think about consumer touch points. However, this antiquated metaphor doesn’t tell us much beyond superficial information, as it doesn’t capture the shifting nature of consumer engagement and new digital marketing tactics. Thankfully, there are some brands that are effectively embracing these changes more than others. And your company can piggyback on their successes.