“Most of a brand’s customers think and care little about the brand, but the brand manager should care about these people because they represent most of the brand’s sales.” Professor Byron Sharp, How Brands Grow (Oxford University Press).
Even this customers who repeatedly buy from your brand most likely do so out of simple habit and the product delivering on their needs. Contrary to the moonshine widely peddled by many branding and advertising “experts”, it’s not because of some strong emotional bond.
When we exaggerated the role that the brand plays in people’s lives, it leads to self-important and phoney advertising. People are smart enough to realise this and know when they’re being patronised.
Excerpt from: How To Make Better Advertising And Advertising Better by Vic Polinghorne and Andy Palmer