With all this, that mobilize and incite action . The challenge is that even touching the key emotions, we are irrational beings, totally unpredictable. At Starcom , our approach to strategies (our “HX”) is based on a very good understanding of human behavior to reduce the tension between what brands need and what people want.
Companies (and their brands) try to be more and more sustainable, responsible, contribute more to society, how do consumers value these gestures? Do they sell more?
Indeed, people are increasingly rewarding brands that add real value to society, those that have a clear purpose . Of course, it is not worth saying, but brands must make it happen. A good example is Samsung, with its “Technology with Purpose” platform. It is a wonderful case of how a leading and pioneering company in the technology sector (many times perceived as cold) has been able, over the last few years, to create value in different areas based on a clear principle: “Improve the lives of all people, breaking barriers through technology.”
I take advantage of and rescue the question of the short and long term … I hope that brazil phone number we will find many more brave brands capable of betting on this type of project. They have a great weight in the contribution of brand generation, and return in brand and business metrics, in the long term, yes.
There are three fundamental factors that brands must take care of: reinforcing brand equity, offering the best possible experience and harnessing the value of data and technology.
Are we more and more unfaithful? What can brands do to retain their customers?
In general, we are increasingly unfaithful because there is more supply and less Brazil Phone Number Database differentiation. In order to avoid customer leakage, there are three fundamental factors that brands must take care of: first, reinforce the value of the brand , with a clear and differentiating positioning . Second, offer the best possible experience (I do not mean CX or UX, but a true Human Experience). And third, harness the value of data and technologyto obtain insights that can be activated, more with the world to come … I am referring to cookieless and the increase in the use of ID’s. What this last aspect really implies is the use of more advanced technological ecosystems, with tools such as CDP’s or more advanced CRM. If before we talked about emotions to be relevant, these platforms are nothing more than the vehicles that will allow us to personalize our contacts in an individualized way to achieve that connection.