Comments on: Takeaways from the Cause Marketing Forum #CMF10 http://www.marketingwithmeaning.com/2010/06/11/takeaways-from-the-cause-marketing-forum-cmf10/ The New Imperative to Add Value to Customers' Lives Thu, 21 Jul 2011 00:20:59 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: doohan http://www.marketingwithmeaning.com/2010/06/11/takeaways-from-the-cause-marketing-forum-cmf10/comment-page-1/#comment-2031 doohan Fri, 02 Jul 2010 21:00:04 +0000 http://www.marketingwithmeaning.com/?p=1431#comment-2031 "But this was not at all how Nike approached cancer. It didn’t survey its buyers and ask what they believe in; rather, the brand worked according to what it as a brand cares about. Maybe this is the way we are headed in the future: brands as true personalities (powered by social, of course), which attract fans who aspire to know and be like them. Something to think about…" Loved the part above that you included in the Nike section Bob. I've come to believe this is exactly what happens with the best brands and is exactly why consumers spend more on the best brands. Consumers aren't looking for brands that are "like" them... Brands that listen and glom onto consumer trends command moderate loyalty and no price premium. I believe consumers look for brands that have a unique point of view. They're looking for brands that enhance the individual consumer's "brand" not reinforce it. Brands that have their own perspective that can be followed or not by consumers have a better opportunity to inspire fierce loyalty and larger price premiums. “But this was not at all how Nike approached cancer. It didn’t survey its buyers and ask what they believe in; rather, the brand worked according to what it as a brand cares about. Maybe this is the way we are headed in the future: brands as true personalities (powered by social, of course), which attract fans who aspire to know and be like them. Something to think about…”

Loved the part above that you included in the Nike section Bob. I’ve come to believe this is exactly what happens with the best brands and is exactly why consumers spend more on the best brands. Consumers aren’t looking for brands that are “like” them… Brands that listen and glom onto consumer trends command moderate loyalty and no price premium.

I believe consumers look for brands that have a unique point of view. They’re looking for brands that enhance the individual consumer’s “brand” not reinforce it. Brands that have their own perspective that can be followed or not by consumers have a better opportunity to inspire fierce loyalty and larger price premiums.

]]> By: Best Cause Marketing, Tweets, Ideas (Week of 6/7/10) | InCouraged http://www.marketingwithmeaning.com/2010/06/11/takeaways-from-the-cause-marketing-forum-cmf10/comment-page-1/#comment-2006 Best Cause Marketing, Tweets, Ideas (Week of 6/7/10) | InCouraged Fri, 11 Jun 2010 18:30:05 +0000 http://www.marketingwithmeaning.com/?p=1431#comment-2006 [...] Gilbreath did a nice overview of his takeaways and programs that caught his [...] [...] Gilbreath did a nice overview of his takeaways and programs that caught his [...]

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