havas Content printed form Havas - The Download - https://download.havas.com/posts/the-10-steps-to-making-passionate-consumers/
Ideas

The 10 Steps to Making Passionate Consumers

The 10 Steps to Making Passionate Consumers

Havas Global Comms

Havas Global Comms

March 20, 2018

"You must connect with customers on an emotional level to become a 'passion brand,'" says Havas Formula CEO Michael Olguin.

"Consumers recognize when brands are trying to mislead them."

Entrepreneur

Michael Olguin
President & CEO of Havas Formula

March 12, 2018

 

Every brand desires to be loved by consumers because they know that brand love translates to growth and increased revenue. But excitement and enthusiasm for brands doesn’t happen by chance. Why do people love Harley-Davidson? Why is there such an attachment to Tesla? Why will women pay premium prices for Lululemon? Because each has built its brand from the outside in — by identifying what their customers want, combined with what the brand value proposition is and delivering upon it — to truly become a “passion brand.”

The following 10 Commandments can help any company, whether a startup or a heritage brand looking to redefine itself, make that leap to become beloved:

1. Understand who you are and who you aren’t.
When working hard to become a passion brand, it’s important that the company understands the value it brings to the consumer. Brands need to ask themselves why they are relevant to their target audience. It’s more than just talking about features and benefits, it’s about enabling the consumer to become emotionally attached so the brand becomes part of their lifestyle. Conversely, avoid being something you’re not. If you’re an indulgent food brand, don’t try to position yourself as healthy. Instead, create a backstory around the fun experience of consuming the product. Consumers recognize when brands are trying to mislead them.

2. Clearly define your target consumer — don’t try to be all things to all people.
Conduct a deep dive into what your product or service offers and who benefits the most from it. Rather than rationalize why every consumer would love your brand, challenge yourself to ask who truly lives a better life because of it — this drives emotion. That’s who your target audience is. Focus on your bulls-eye with all your energy, support, and marketing.

Read the full article.

"Consumers recognize when brands are trying to mislead them."

Entrepreneur

Michael Olguin
President & CEO of Havas Formula

March 12, 2018

 

Every brand desires to be loved by consumers because they know that brand love translates to growth and increased revenue. But excitement and enthusiasm for brands doesn’t happen by chance. Why do people love Harley-Davidson? Why is there such an attachment to Tesla? Why will women pay premium prices for Lululemon? Because each has built its brand from the outside in — by identifying what their customers want, combined with what the brand value proposition is and delivering upon it — to truly become a “passion brand.”

The following 10 Commandments can help any company, whether a startup or a heritage brand looking to redefine itself, make that leap to become beloved:

1. Understand who you are and who you aren’t.
When working hard to become a passion brand, it’s important that the company understands the value it brings to the consumer. Brands need to ask themselves why they are relevant to their target audience. It’s more than just talking about features and benefits, it’s about enabling the consumer to become emotionally attached so the brand becomes part of their lifestyle. Conversely, avoid being something you’re not. If you’re an indulgent food brand, don’t try to position yourself as healthy. Instead, create a backstory around the fun experience of consuming the product. Consumers recognize when brands are trying to mislead them.

2. Clearly define your target consumer — don’t try to be all things to all people.
Conduct a deep dive into what your product or service offers and who benefits the most from it. Rather than rationalize why every consumer would love your brand, challenge yourself to ask who truly lives a better life because of it — this drives emotion. That’s who your target audience is. Focus on your bulls-eye with all your energy, support, and marketing.

Read the full article.

Havas is one of the world’s largest global communications groups, and committed to creating meaningful connections between people and brands.

contact our office

Call:

Stop by:

Connect: