Over the Dandruff

Thoughts we often overlook

21. Season of Change

Ahh! The most wonderful time of the year is upon us. Family, food and football. What more could a man ask for?

With the infamous Black Friday approaching, both shoppers and retailers are preparing for another expensive Holiday Season. As shoppers fight for the lowest prices and retailers adapt to mobile shopping, it’s important for us in the idea industry to put storytelling back into Holiday Season marketing.

While we continue, “focusing on direct-response price-discount offers, we miss golden opportunities to grow brand loyalty.” We tail away from communicating emotions and telling stories to make a quick buck. We become blinded by the “Benjamins” and lose sight of what the brand stands.

There is no better time of the year to tell a story. Tradition runs high during the holidays and provides the perfect platform for creativity and emotional connection between a brand and its audience.

It’s oxymoronic really. During the most wonderful time of the year, many brands forget what makes them so wonderful.

It’s not about the price or the warranty; it has nothing to do with the product at all. It’s about the story. It’s about creativity and engagement. It’s about making an emotional connection with your audience that, “leads them to feel good about the brand and the experience of purchasing your product.” It’s about creating awareness early in the decision-making process. It’s about relying less on price and more on people.

And in the end, it’s what makes your brand stand out from the rest.



Now sit back, relax, and watch people go crazy at Target.


November 21, 2011 - Posted by | Uncategorized

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