Selling Emotions > Selling Product

Marketing is about selling emotions not products. This is common knowledge but not a common practice. Often while focusing on complex algos, models and performance metrics, marketers lose  sight of the bigger picture. What I am trying to say is the days of simply promoting a product's features and benefits are long gone. Consumers today want to feel an emotional connection to the products they buy and the brands they finally choose to go with. Let’s explore why humanizing a brand and its messaging is important and how some brands have cracked the code to the above while some fall on the wrong end of the spectrum. 

Humanizing a brand is the key to connect with potential customers on a deeper level. Consumers today want to know the story behind the brand, what the brand stands for, and how a brand can enhance their lives. By humanizing a brand, businesses can create an emotional connection with their target audience and build a loyal following. This emotional connection can drive brand loyalty leading to repeat purchases, and positive word-of-mouth marketing. However, using cheap pricing and direct low positioning by calling it a ‘small-town’ product or ‘middle-class’ service is a bad idea even if you cater to those markets. 

One example of how non-aspirational positioning can negatively impact sales is the case of Tata Nano. Tata Motors launched the Nano in India in 2009 with a price tag of 1 lakh rupees. The company positioned the Nano as the world's cheapest car, targeting price-conscious consumers in India. However, the non-aspirational positioning of the Nano resulted in poor sales. Consumers did not want to be associated with a car that was perceived as cheap and low quality. In response, Tata Motors repositioned the Nano as a stylish and affordable car, with a focus on design and features rather than just price. The rebranding was a success, and the Nano saw a surge in sales.

On the other hand, Apple is a master at selling aspirations and status, not just products. Apple's marketing strategy focuses on creating an emotional connection with its customers. Apple products are positioned as premium, aspirational items that are associated with innovation, creativity, and success. The company's advertising campaigns focus on the experience of using Apple products rather than just their features and benefits. By doing so, Apple has created a loyal following of customers who are willing to pay a premium for the brand's products.

Brand market fit is a crucial aspect of marketing. It refers to how well a brand's products or services align with the needs and desires of its target audience. A brand that has a strong market fit has products or services that are in high demand and resonate with its target audience. Pricing strategy is also a part of marketing strategy. It is important to price products or services in a way that reflects their value to the customer. Pricing too high can result in low sales, while pricing too low can negatively impact a brand's perceived value. A thorough market research at this point comes in handy to ensure all gaps are fixed before the product hits the market.

To conclude, it can be a home grown brand present for years or an international brand with great global brand values and proposition, it is about how the product makes a consumer feel, is what drives the purchases and sales. Relatability plays a bigger role than it is sometimes given credit for Ultimately, a successful marketing strategy should focus on selling a complete package.