Wednesday, April 11, 2012

What has God to do with Land Rover?

This ad is so cute. It speaks to the heart, to the inner longing for adventure, to get out and be part of nature instead of slaving away in a 9-5 job. Playing with the customer´s emotions around our human heritage - the earth, the sun, the wind, the water -  is much more prophane than playing with the emotions around wanting to fit in, be cool or have the latest gadgets because it´s technical benefits. 

What I wrote about yesterday is of course just as deep and sacred - our deep craving for love is a main driver for purchase of the shallowest of things.

Marketers will benefit from being a little philosophical in their approach, and search for the way their brands can bring people closer to what they really want, instead of serving them a thing that will satisfy a practical need. We may actually (subconsciously) buy "fresh food" because it is closer to God, or at least to the nature we are all a part of but separated from in our urban environments?

What about this pyramid, tracking our cooking of fresh food back to the shop, the farm, nature in general and to God? Coles and Woolworths are showing us shiny apples and genuine farmers, but should they also see how humans find peace and a belonging in the sacred nature and spirituality...? I also added "healthy living" in general, even if it´s a little away from the topic. Can you see how the apple goes from being something you eat, to something that connects you to a greater spirit?  

Dare to step out of the quant study research on what people think or say they want and not. Think broader, deeper, crazier, freer. Search for the inner truth that we may not be aware of but that instinctively drives us to a product or service. People at the office might give you a smirk smile, but as a planner you are there to inspire, shock and shake them into new ways of looking at a topic. If you were plain and blank, you won´t be useful, right...? 

Some poetry as inspiration: 

In all things of nature there is something of the marvellous. Aristotle (384 BC - 322 BC)

I believe in God, only I spell it Nature. Frank Lloyd Wright (1869 - 1959)

One cannot fix one's eyes on the commonest natural production without finding food for a rambling fancy. Jane Austen (1775 - 1817)Mansfield Park

After you have exhausted what there is in business, politics, conviviality, and so on - have found that none of these finally satisfy, or permanently wear - what remains? Nature remains. Walt Whitman (1819 - 1892)

Where the bee sucks, there suck I:
In a cowslip's bell I lie;
There I couch when owls do cry.
On the bat's back I do fly
After summer merrily.
Merrily, merrily shall I live now
Under the blossom that hangs on the bough.       William Shakespeare (1564 - 1616)

When you build an emotional connection between the brand and the consumer, you make sure the "target" is tied to your brand for longer. Just being "satisfied" is not enough; when people feel they will get more than a car, more than an apple, you have them loving the products with depth. Just look at how consumers who are emotionally connected to a retailer are more loyal to the shop: 

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