Millennials with Kids by Jeff Fromm

Author:Jeff Fromm
Language: eng
Format: epub
ISBN: 9780814436592
Publisher: AMACOM
Published: 2015-11-24T05:00:00+00:00

Center Your Energy

With this understanding of how people, particularly Millennial moms, shop, we have developed a new model—the Brand Atom model—which takes into account the fact that the consumer is proactive not only in the purchasing process but also in generating the energy surrounding your brand. (See Figure 4–2.)

The traditional AIDA model resembled Abraham Maslow’s hierarchy of needs. It was necessary to fill each section of the pyramid before moving on to the one above. This way of thinking forced brands to spend thousands of dollars just building awareness of a product, as it was the foundation of the pyramid. Now, however, each component is independent and can be manipulated in conjunction with or apart from any other component. To better understand how this model works, let’s break down each of the components.

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