Making your brand essential rather than desirable
Making your brand essential rather than desirable
By
Lisa Baxter
SUMMARY
For an arts brand to survive in this climate, it needs to become essential rather than desirable, and, as Lisa Baxter discovers, the key to differentiating between the two is resonance.
The future survival of our brands lies in appealing on an emotional, personal or subconscious level in order to resonate and foster deeper, more meaningful relationships with people. We need to move closer to what Kevin Roberts (CEO of Worldwide Saatchi & Saatchi) refers to as a ‘lovemark’ – a brand capable of generating an intimate, emotional connection with the consumer that makes it an essential part of their identity: ‘Take a brand away and people will find a replacement.
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