It’s the creative intelligence that produces consumer insights, that in turn become the foundation of what we do and how we do it. Consumer empowerment in the digital age has changed the marketing game. Consumers are not only in charge, but know it. So what defines a brand has gone from what brands say to what they do. It’s not that persuasion doesn’t work anymore it’s just that the points of persuasion have to have some tangible value in a consumer’s life. That means anything that better enables a consumer to achieve their goals. This is all very well, but we need a mental framework to think about this.
At IdeaKaGuru we use the idea that a brand is like a person you meet. The basis for the relationship rapidly moves from first impressions to personality, character and consistency; real stuff with real value. This amounts to the behavioral expressions of the brand throughout the customer lifecycle. Brands have to create real relationships today; the days where they could rely on their good looks and a little sweet talk are gone. Consumers rightly expect more. As a result our approach at IdeaKaGuru focuses on how to make the brand come alive. This means moving outwards from the WHY (the idea you want people to believe in) to the HOW (the brand’s USP) to the WHAT (the specifics of the brands products & services).