Whether you’re an entrepreneur, a product person, or a marketing executive, we’ve all been taught that one of the most important parts of selling a product is identifying its features and benefits.
And we think that’s how customers make buying decisions about our product: by rationally weighing competing products and services and coming to a conclusion. So we create new features that match their needs and identify benefits that resonate.
But what if that’s not the way it actually happens? What if purchasers aren’t that rational after all?
More often than not, today’s products and services fall into one of two categories:
In both of these markets, it’s not only difficult to decide based on a direct comparison of features and benefits, in many cases, it’s simply impossible.
Instead, buyers first form an emotional connection with a company, then use that company’s features and benefits to justify and defend their decision.
A company that doesn’t make those emotional connections will still win some business, but it’s an uphill battle.
And that's where brands come in.
A successful brand reflects the personality of the organization, and is what people form lasting emotional connections with.
Loud Dog helps selected organizations understand their brand, define it, and use it to build emotional connections with their audiences.
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