Emotion Marketing by Claire Brand

Author:Claire Brand [Brand, Claire]
Language: eng
Format: mobi
Publisher: McGraw-Hill
Published: 2002-01-04T05:00:00+00:00

Hallmark has found that to win, brands must accomplish two goals. One, they must have no disadvantages. No points of the Value StarSM should be in the negative zone. Consumers are simply not loyal enough to tolerate a strong negative component when they can jump to other options instead. If Equity is too weak, consumers won’t believe the company’s messages about, say, a positive Money position. Similarly, no Product, regardless of its features or benefits, will succeed if it requires too much Energy to acquire or consume.

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