Fear, hope and love: the three marketing levers
Where does love come from? Brand love?
The TSA is in the fear business. Every time they get you take off your shoes, they’re using fear (of the unknown or perhaps of missing your plane) to get you take action.
Chanel is in the hope business. How else to get you to spend $5,000 a gallon for perfume?
Hope can be something as trivial as convenience. I hope that this smaller size of yogurt will save me time or get a smile out of my teenager…
And love? Love gets you to support a candidate…
Posted on Tuesday February 5th
