We spend our money on the people and the things that we love the most. Or said another way, our passions power our purchases. Basic needs must first be met. Food, shelter, clothing. But once met, dollars get directed towards purchases that bring us the greatest joy or emotional gratification.
Recognize that passion unchanneled drives a category choice. But it does not, however, channel a brand choice. To make the brand relevant to the passion, you have to meet a set of physical and emotional requirements.
- Does the product improve the users experience, recognizing that no two users are identical in their physical and psychographic make-up? When we market passion brands, we understand that a buyer will not settle for good enough, they will invest in what suits them the best.
- Do people like me use the same brand? It’s not the label that defines the brand. It’s the community of users that represent the label.
- Are your values reflective of your customer’s values? It’s not simply a feature or a benefit that drives purchase consideration. Culture, attitude, corporate goodwill and community involvement all enter into the buyer’s decision making process.
- Are your distribution points my purchase points? Brand credibility is at stake each time the product is placed in a new location. Distribution points impact brand imagery and identity as much as marketing messaging.
We are fervent believers that every brand can be a passion brand, whether the product is laundry detergent or scuba gear. To quote my old friend Joel Carter, “Marketing is not an after-the-fact tactic. Marketing is the core activity that informs the development of needed products and services.”
Summary:
Identify Consumer need > Develop Defining Product features > Connect with Cultural Relevance > Identify Like-Minded Audience Members >Establish A Right-Minded Retail Network > Position the Brand Consistent with all the Above > Deliver message at Points of Discovery, Purchase, Use and Discussion > Rethink. Refine. Repeat . That’s how to connect with prospective customer’s passion to power purchase.
