The marketing landscape has undergone a significant transformation in recent years, with a greater focus on understanding human behavior and the way our brains work.
The emergence of neuromarketing has revealed the inner side of our cognitive processes and survival instincts, changing the way we approach marketing. By incorporating insights from renowned marketers this article explores the profound impact of understanding the human brain on modern marketing strategies, including the power of Simon Sinek's Golden Circle.
The Power of Stories:
"Marketing is no longer about the stuff that you make, but about the stories you tell."
Example: Nike's "Just Do It" campaign tells inspiring stories of athletes overcoming obstacles, creating a strong emotional connection with customers and reinforcing the brand's message of empowerment.
Standing Out in the Marketplace:
"In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible."
Example: Apple's iconic "Think Different" campaign and distinct product positioning serve as perfect examples of how standing out in a competitive marketplace can lead to success. By embracing the principles of positioning theory, Apple has differentiated itself from other technology brands, creating a unique identity that celebrates innovation, creativity, and individuality. As a result, the company has managed to capture the attention of consumers and establish a strong, memorable presence in the market.
"Don't find customers for your products, find products for your customers."
Example: Amazon constantly innovates and introduces new products and services based on customer needs and feedback, resulting in a highly customer-centric business model.
Creating Genuine Customer Value: Philip Kotler's Insight
Genuine Value Creation:
"Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value."
Example: Tesla's focus on developing sustainable and innovative electric vehicles has created genuine value for customers who prioritize environmental responsibility and cutting-edge technology, as well as fulfilling their emotional desires for status and self-expression.
Moreover, it's important to remember that often, people make purchases for emotional reasons, even if they are not consciously aware of it. In this context, Tesla not only offers its target audience a sustainable vehicle but also the opportunity to appear "cool" by owning such a technologically advanced car.
The Power of Satisfied Customers:
"The best advertising is done by satisfied customers."
Example: Airbnb's success can be largely attributed to word-of-mouth marketing and user-generated content, showcasing the positive experiences of satisfied customers.
Risk-taking in Marketing:
"If you're not a risk taker, you should get the hell out of business."
Philip Kotler's insight highlights the importance of being willing to take risks in marketing, particularly when addressing sensitive or controversial issues. Companies that avoid taking risks may miss out on significant opportunities to create a positive impact and connect with their audience on a deeper level.
Example: Ben & Jerry's has consistently taken risks in their marketing campaigns by advocating for social issues such as LGBTQ+ rights, climate change, and racial justice. By doing so, the company has generated both positive and negative feedback; however, this risk-taking approach has ultimately strengthened their brand identity and fostered a loyal customer base that shares their values and commitment to social responsibility.
Writing Your Legacy:
"Your legacy is being written by yourself. Make the right decisions."
Example: Patagonia's commitment to environmental conservation and ethical business practices has helped shape a positive brand legacy that resonates with consumers.
A Caring Marketing Strategy:
"The best marketing strategy ever: CARE."
Example: Zappos is renowned for its exceptional customer service, demonstrating genuine care for its customers and fostering brand loyalty.
Staying Relevant in the Digital Age:
"We are living through the biggest culture shift of all time. If you aren't putting out relevant content in relevant places, you don't exist."
Example: Many brands uses social media platforms like Instagram to engage with customers and share relevant, timely content, maintaining a strong brand presence in the digital age.
In today's world, everyone uses technology, and everyone is present on social media. However, it is crucial to properly position advertisements and communicate effectively with your target audience when using these platforms. To truly exist and stay relevant, you need to appear on the right platform within the medium your target audience uses, while also addressing them with a conversational tone and style that meets their expectations and captures the spirit of the day. Otherwise, you risk being virtually invisible.
Content and Social Media: Jay Baer's Expertise
The Fire and Gasoline of Marketing:
"Content is fire, social media is gasoline."
Example: BuzzFeed's highly shareable content, combined with strategic social media promotion, has resulted in rapid growth and an extensive reach across various platforms.
Create high-quality content and harness the power of social media to amplify its reach exponentially.
Creating Valuable Marketing Content:
"Make your marketing so useful people would pay for it."
Example: HubSpot's comprehensive library of free educational resources, such as e-books, guides, and webinars, provides valuable information to marketers, positioning the company as a trusted industry authority.
Audience-centric Online Presence:
"The key to a successful online presence is making it about your audience, not about you."
Example: GoPro's user-generated content strategy highlights the experiences of its customers, allowing them to share their stories while showcasing the brand's products in action.
Telling a True Story Well: Ann Handley's Guidance
"Good content isn't about good storytelling. It's about telling a true story well."
Example: Dove's "Real Beauty" campaign uses authentic stories and images of diverse women to challenge beauty standards and create a more inclusive brand narrative.
Online Words as Emissaries:
"In an online world, our online words are our emissaries; they tell the world who we are."
Example: Mailchimp's friendly and conversational tone in its email marketing software and communications creates a welcoming and approachable brand personality.
Ensuring Your Story is Heard:
"If you have a great story to tell but no one is listening, your story is irrelevant."
Example: Coca-Cola's "Share a Coke" campaign leveraged personalization and shareability to ensure that its story was not only heard but also actively shared by consumers.
The Customer's Perspective:
"Your customers don't care about you, your products, or your services. They care about themselves."
Example: Spotify focuses on personalization and curated playlists to address individual user preferences and needs, making the service more appealing to its audience.
As humans, we are inherently selfish creatures, partly due to our evolutionary defense mechanisms. Naturally, products that cater to our needs can achieve success.
Long-term Commitment to Content:
"Content marketing is a commitment, not a campaign."
Example: The New York Times' ongoing commitment to producing high-quality, informative content has helped the publication maintain its reputation as a trusted news source.
It is important to remember that, in essence, every brand is a promise. Brands that stand behind their promise and do not waver in different directions every day have the opportunity to create a perception about themselves among their target audience. This is one of the key factors that make brands successful.
Promotion is Key:
"It's not the best content that wins. It's the best-promoted content."
Example: The Dollar Shave Club's viral video ad not only showcased entertaining content but also leveraged strategic promotion, leading to over 25 million views and substantial brand growth.
The Power of Why:
"People don't buy what you do; they buy why you do it."
Example: Apple's advertisements perfectly align with Simon Sinek's Golden Circle theory, as seen in the "Hollywood in Your Pocket" iPhone campaign.
Instead of overwhelming users with details about the product's "WHAT" features, such as emphasizing the number of megapixels like Samsung phones, Apple's ad directly addresses the "WHY" by stating, "Hollywood in Your Pocket" In doing so, Apple successfully engages users on a more perceptual and deeply emotional level, creating a strong connection to the product.
Aligning with Shared Beliefs:
"The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe."
Example: LUSH Cosmetics' ethical sourcing, cruelty-free products, and environmentally conscious packaging resonate with customers who share the brand's values, fostering a strong community of supporters.
Building Trust Through Honesty:
"Trust is built on telling the truth, not telling people what they want to hear."
Simon Sinek emphasizes the importance of honesty in building trust with consumers. Brands may sometimes opt for a safer route by not being fully transparent, concealing information, or presenting it in a manner that creates a different perception. However, it is vital for brands to be truthful when needed, openly admit mistakes, and take responsibility for them in order to establish trust.
Example: In 2016, Samsung faced a crisis when their Galaxy Note 7 smartphones were reported to have battery explosion issues. Instead of downplaying the issue or deflecting blame, Samsung took responsibility by issuing a recall, publicly apologizing, and implementing thorough investigations and improvements to their battery safety measures. This honest approach allowed Samsung to rebuild trust with their customers and maintain their reputation in the long run.
Understanding the human brain and its cognitive processes is crucial for modern marketing strategiesWe cannot ignore the importance of emotions in creating the right impact and establishing an emotional bond with the target audience. Prioritize storytelling, authenticity, and empathy in your marketing efforts, and don't forget the power of Simon Sinek's Golden Circle.
Remember, marketing is not just about promoting products or services; it's about understanding your customers' needs, desires, and emotions.