Do you think every company should use the unstructured approach, or do you think some companies should use the structured approach? What factors do you think influence which approaches a company should take? Regarding American Express, Do you think American Express needs to change their brand positioning more in order to compete with these other credit card companies on more levels rather than just focusing on high-end customers?
the Kate Spade commercial. This commercial enabled consumers to live out one of their fantasies. I think many people dream of living in a big city such as New York City, but due to logistics, for many of us that does not happen. This commercial helped the viewer understand what that experience would be like and creatively connects it to Kate Spade. Now, consumers will associate the city lifestyle with Kate Spade. This appeals to psychographics. Godin discusses that marketers should step away from demographic information and, instead, focus on information such as motivators, dreams, and values (Behind the Brand, 2018). Successful brand narratives do this very well. I discussed the LEGO Group in my post, and I think they also build on dreams and values; they appeal to a customer's dream to build the impossible and use their creativity (LEGO Group, 2020). In turn, when we think of these brands, we automatically feel these positive emotions. Do you think every company should use the unstructured approach, or do you think some companies should use the structured approach? What factors do you think influence which approaches a company should take?
Regarding American Express, Do you think American Express needs to change their brand positioning more in order to compete with these other credit card companies on more levels rather than just focusing on high-end customers?
In today's competitive world Marketers and their respective organizations mostly prefer the generalized way of following the marketing segmentation which is namely demographic, psychographic, behavioral, and geographic segmentations, which streamlines their possibility of success in the marketing campaign, and has rather more surety and proven result worthy over the period of it's appropriation and utilization, in other words structured approach has always been and is established as a proven model. However, in the given scenario, a commercial attempts in inducing it's audience to live in a fantasy sphere, Imagining something they've been dreaming off, while commercial tries augmenting that into virtual reality. Although there might be few good responses, with claims and suppositions of even great companies and organizations have implied the basis of dreams and values to accordingly develop products and services catering their respective dreams. This is totally unstructured, also unsolicited approach with very low to no records and references of success in this kind of approaches, despite claims have been made of LEGO working on the same principle, due to it's unpredictability and low probability it is not advisable for bigger or even smaller players in market to play out on this approach since one more core reason for not opting this, can be the fact that the very this unstructured approach of marketing challenges the authenticity of it's outcome.
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