Is There Anything More Valuable Than LOVE?
Love is the most fascinating subject in the world: There is love at first sight, there is eternal love, there are people who pay for love, but also, the “ghost” of infidelities that generates the rush of adventure, which is quite similar to love.
Juan Carlos Mallet
(6 minute reading) The Beatles have already said it: “All you need is love!” Few things in life are more important than bonds with others, and these relationships are built throughout time and trust. But the connection needs to start somewhere, from the first time you see her/him, the first conversation, the things you hear online or from your friends, the next encounter, the first kiss, and the second, and the third… You go from being a total stranger to become someone valuable, unique, and adored. Those positions are extremely complicated to dethrone. This situation applies to real life and also to the fascinating world of marketing as per the following: Brands generate connections with their users, these relationships translate into value, and this value can be measured in dollars. For that reason, there is a ranking of the most beloved brands, and they are the ones with more zeros to their right. So, what ingredients create the magic that convinces a person to pay more for one brand than for another? We have all seen a nice looking yet unbranded pair of sneakers showing off in Amazon, or Walmart priced around 15USD, and we can functionally “compare” them to a pair of Nike shoes. But then, when you find out that these Nike’s are the same model that Michael Jordan used during his debut year (1985), that the NBA banned them, and that—legend has it—the brand paid a significant amount so that Jordan could wear them in every game. And yes, there are only a few pairs available in the world… The result is that all these elements increase this Nike’s current value to around USD40,000 (source: www.stockx.com), plus, they build a compelling bond between the product and the potential client. Why? There is a fascinating, emotional anecdote about triumph, a myth linked with an idol, and the story leverages the phenomenon of scarcity. Great ingredients for a love story, right? The kind that convinces us to make irrational decisions. I believe in the power of relationships; I bring it to my personal life and my businesses. I invest all of myself in them, and I expect the same from the others involved. You should know when, how, and with whom to bet so that you can receive the rewards you wish in return. I am passionate about marketing because it deals with creating an environment where the brand not only fulfills what it promises but does so with personality, putting its best foot forward, generating trust, creating legends and icons. In “the game of marketing,” there is a type of love we want to create and another we want to break. Case in fact, whenever we work with a challenger brand, one of our key objectives will be to find a way of tempting the users to be unfaithful to their beloved leader. The funniest part is that it will be “socially” acceptable: Anyone will forgive if you stop using one brand for another, except for the leader, whose world will be shaken… but we also know how to handle this. With our expertise, your trademark is going to be a much more desirable option. At Palmer, Cooper & Wallace, our mission is to help you build life-changing marketing strategies that originate deep relationships, starting with love at first sight and make them grow into everlasting love. We know that these relationships can produce a source of remarkably high profitability if they are professionally managed. Do you have a challenge that you want to share with us? Shoot us an email at JCMallet@PalmerCooperWallace.com
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