The Four Motivations that Drive a Winning Brand

Presented by

Bruce Philp, Nick Stein

About this talk

Living in the age of the empowered customer, it’s no longer just politics as usual in building and managing a brand. In today’s democratized marketplace, owning a brand is like running an election campaign that never ends. Marketers must better understand their customers’ changing demands and shape their brand to continue to stay in their favor. How can marketers take control of their brand? They must first understand the 4 inherent motivations that drive a customer’s brand choice: 1. Heuristics - Customer interpretation of a brand by experience over advertisement 2. Values - The surprising role that values play in driving brand choices3. Trust - A brand can never grow in value beyond the extent to which people trust it 4. Majority rules - Brand choice decided by the quiet voices of the majority rather the loudest enthusiasts

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