I liken the dynamic to relationships. Specifically, how people are attracted to other people. It takes three ingredients:
Aesthetically, how does a brand and its product appear to the consumer? For most of us, the first thing we notice about a person we inevitably become attracted to is their looks and how beautiful we think they are.
This is a basic human process that translates into how we superficially judge a product we see in the store or on a billboard. If the product doesn’t have that attractive look to it, it will be much harder to make the product attractive to its target audience.
How we interact with a person is a major factor in developing a liking for them. We need to be able to have a chemistry with the person, approve of what they represent and enjoy being associated with them. Much is the same with how we utilize a product or service.
If I have a bad time with a certain brand and hate how the company interacts with me via media, advertising and my actually using the product, I will not start a relationship with that brand.
3. The X Factor
We’ve all had those relationships where we loved the appearance and personality of a person, but we just couldn’t see ourselves spending all of our time with them.
The X factor is an unseen, unexplainable aspect of our attraction to people, as well as brands. This is what truly separates the brandable products from the rest. Unfortunately, it eventually comes down to luck.
We like to think of marketing as a science, and it is to a point. Tragically, the X factor is a product of many variables surrounding a brand that can prevent a company from reaching the global audience they strive for.
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