In our emotionally driven marketplace, consumers respond to brand cultures that are committed to contributing to society and making the world a better place. The new definition of brand leadership may ultimately require attributes of humane leadership. In the 21st century, innovation and differentiation are critical to a brand’s success. Messaging has become less about tradition and the familiar, and more about the future and innovation. And customer psychographics will be more important to your strategic planning than demographics. Psychographics can provide more pure-octane motivational power to drive a brand than demographics ever will.
What is the difference between psychographics and demographics?
Psychographics are the intangible customer attributes: inspirations, aspirations, motivational forces, and lifestyle. Demographics are the old tangible attributes that give us a surface understanding of the customer, but never quite tell us enough; the information is age, gender, ethnicity, and socioeconomic status. Knowing that a prospect is a 35-year old Hispanic female who has the money to buy your product does not tell you how to motivate her to, or whether she is even a viable prospect. But if you have a deeper understanding of what she wants out of life, what delights and inspires her, you have a much better shot at forging both an emotional and an intellectual connection with her.
This is the third post in a series where we will be looking at a number of different reasons why brands fail, while examining active solutions that ensure the long-term success of authentic brands.
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Want more insights like these to help you design a successful, powerful brand? Grab your copy of Authentic Branding: How to Inspire Each Customer’s Mind and Heart by Howard Lim.