Tom Asacker: There's your brand strategy!

There's your brand strategy!

In the book Human Motivation, Harvard psychology professor David McClelland points to three things that drive everyone:

Achievement - The desire to compete against increasingly challenging goals;
Affiliation - The desire to be liked and loved; and
Power - The desire for influence and respect for oneself, and the desire to empower others, to offer them influence and respect.

Ask yourself, What are we doing, as an organization, to motivate our customers, to feed their hungers and desires? Are we helping them achieve? Are we feeding their hungers to be recognized, to be liked and loved? Are we helping them feel good about themselves and their decisions? Are we connecting them with like-minded people and empowering them to empower others?

Now, list precisely how you are uniquely going about it. Ta-da! There's your brand strategy.

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Comments

Wonderful. When working with my small biz clients I look at the Value that they can provide their customers....Is it Functional Value, Emotive Value, or does it contribute towards their sense of Identity? This is often a much easier to understand question than to get them to think about the 'benefits' of their business to their customers vs the 'features'. But I think I might have to add Achievment, Affiliation and Power to the mix too. Thanks Tom.

Posted by: Bambi Gordon | August 19, 2010 at 04:55 AM