Why it matters
While how people buy a brand and the context of purchase may change over time, what does not change is why people buy a brand. Marketers need to adapt brand messaging to reflect the changing times while staying true to the basic motivation that the brand fulfils.
Takeaways
- There are times when we want to follow our impulses and let ourselves go, and there are times when we feel the need to control these urges and behave.
- Understand what basic motivation drives purchase of the brand, and how best to deliver on that motivation in the changing...