In the 1980s, most marketing and advertising people of the era leaned heavily on the strategies contained in the book Positioning: The Battle for Your Mind by Al Ries and Jack Trout. It’s one of the few marketing books that has stood the test of time. Its strategies are based on the concept that in marketing, it’s not what you do to a product that’s important, but what you do to the mind of the prospect, and it explains how to get inside the heads of your target customers.
But this is not the ’80s — it’s not even the 20th century. Today, people want more from brands. Don’t get me wrong, it’s still important to get into the minds of prospects and customers, but 21st century consumers want to interface with companies that champion the values and causes that are important to them. At the same time, media needs to align their offerings with causes and values that are close to the values sitting in their consumers’ hearts.
The pandemic has drastically changed our approach to life; many of us now think about family, work and everything else differently, whether we’re part of the Great Resignation, carving out more family time or focusing on environmentally friendly habits. People are feeling bold, adventurous and more empowered than ever — realising that they’re not alive merely to make a living, but to have a true, authentic experience, they’re regaining control in whatever areas they can.
VALUES & SOCIAL RESPONSIBILITY
We’re living in momentous and mind-shifting times, and brand offerings need to reflect and shape the changed realities of consumer behaviour. Brands, products
