A simple thought, but becoming more prevalent in a socially motivated world. There are many rationales that show as marketers we do things the wrong way round, we start with What, then How, then Why. Which is, and always has been, apparently, wrong. Our brains are designed to start at Why, then How and last of all What. It is the emotional feeling of buying based on the ‘gut’ feeling, that is the biological need to understand why we are doing it in the first place.
It has always been this way and companies such as Apple, have been able to create a brand that is centred on the emotional value or intrinsic value of Why. The socially motivated society we now live in has really made this more important, whether you own a B2B brand or B2C you really need to get the story straight, why do you do what you do?
One of the major social currencies available in this new world is trust, this is very much built up of a reason to believe, why should i as a consumer believe in your product, service, business, or indeed you personally?
It is time to follow a new thought pattern! Take a step back from your product, look at what you are solving by providing the product. If you don’t know this, and i wouldn’t be surprised if some companies have lost this understanding, go out and research. Undertake a social voyeurism campaign, find out the true issues and beliefs amongst your customer community. Overlay these on your vision, mission, strategy and marketing communications, do they align? I would doubt it.
So in a world where people buy why you do something rather than what you do, isn’t it time to take a fresh look at who you are and how you are communicating?
Social currency is part of the socialvation framework, find out more here
If you want to take a fresh look at who you are and why you exist, it time to find your Zag, read about the crazy age
