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Dennis Thorgesen
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Dennis Thorgesen   My Press Releases

Building a brand; problem solving

Published on 6/13/2013
For additional information  Click Here

Building a brand; problem solving

Why are you building a brand? Every great brand is centered on problem solving. What many business owners/ marketers find hard to understand is every buying decision is based on emotion. Those who find a way to use the emotion of the buyer are the ones who end up on top.

Many people feel this is wrong

Buyers now more often than not research most items before they buy. Their final decisions are often based on logic. Very few people buy strictly based on price. They all have to have an emotional need before they move to the logic process. 

Emotion and logic

There has to be an emotional need before logic can be applied. It is a company’s ability to reach this emotion which allows for the logical choice of their product. This choice can be logical for many reasons. Trust is a major one. Convenience and customer relations are others. There are times price becomes important. These are not the only ones, what you have to decide is which of these areas you are going to fill.

What does this tell you?

In reality it takes a little of both. Without the emotional need there will be no logic applied. Logic is not applied based on price alone. People will pay more to one company than they are willing to pay to another. There is always a reason for their choice. A buyer will say it is based on logic. In most cases it is not price logic.

Let us see an example

Food for everyone is a simple basic need. It is something each person wants daily. There is an emotional need for it also. A person with a small budget might fear (emotion) if they are not cautious they might be hungry before they are paid again. People who have plenty worry (emotion) a wrong choice will shorten their lives.

Solving problems

What is happening is brands are now focusing on meeting the emotional needs of their prospective buyers. Organic foods are becoming more common. They fill an emotional need of those who fear eating the wrong foods will hinder their perceived need for a long life.

Price conscious

Store brands now fill the needs of those who worry there will be more month than money. For people with small budgets this fills their need/want to eat all month. With this in mind companies still compete for the buyer in this situation. In spite of this people will buy at least a few “name brands” because they are perceived to be a better value. 

©June 13, 2013 2:20 Am CDT Dennis Thorgesen, Lisech Global Ventures Inc consulting services, All rights reserved.

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