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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 8

Consumed => “What Sticks – Chapter 8 (Motivations and Your Customers’ Needs)” by Rex Briggs and Greg Stuart.

— There are three key facets of motivation: Motivation & need; Positioning; Segmentation.

— “Of the 36 marketers we studied, one-third did not get consumer motivation right – and they are some of the best marketers in the business.” Value add: Something seems wrong when you can get an essential element of a process wrong and still be considered “some of the best”.  Nothing like having your agency kiss your ass, eh?

— Customer motivation is often driven by the emotional and social dimensions of a brand.

— Make a list of what motivates your customers. Write it down.

— Are you positioned well against your competition to trigger a buy.

Different segments could be motivated in different ways.

— Understanding the meaning of your brand in the hearts minds of consumers is central to motivation analysis.

— Understand why a consumer hires your brand.

— It’s not just about product, price, placement or packaging, but it’s also about perception.

SWOT: Strengths, Weaknesses, Opportunities, and Threats.

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