Today's costumer has evolved. No longer are they interested in just function, feature or price point. They are now looking for a personal attribute, meaning. Brands that are delivering on meaning are succeeding. Apple's Ipod (meaning of Creation through customization), Harley Davidson's HOG (Harley Owners Group) (meaning of Community), American Express (meaning of Accomplishment) this list goes on. These brands have all elevated their products beyond a material object. An owner of one these brands now sees themselves not as an extension of the brand but more importantly part of the brand, the product has become a friend and the customer cannot live with out it. Brands that are not delivering on meaning are feeling the pain. Take Starbucks for example. It's not that the Starbucks brand has diminished in quality as much as the brand has not evolved with the customer. As the customer has grown and come to expect a more meaningful experience, Starbucks has leveled out leaving the customer bored and uninterested. Until Starbucks brings new meaning to their brand their customer will continue to go else where.
Making Meaning is a must read for anyone who is looking to stay ahead of the curve and wants to communicate effectively to people in an ever increasing experience based world. The authors have compiled 15 universal meanings from over 100,000 interviews and ethnographic studies from around the world that transcend culture, language and belief's. From that list Making Meaning takes a simple a direct approach on how to identify, develop and deliver the meaning that is most effective for your brand, business and product. From internal strategies to external 360 campaigns this book covers it all.
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