Was it Shakespeare who said “A rose by any other name would smell as sweet...”? It seems that the Bard didn’t know what he was saying, if modern surveys are to be believed. At least, when it comes to consumer product brands.
According to a recent Wall Street Journal book review, Unhidden Persuaders, Rob Walker’s new marketing tome, Buying In, explores some interesting data unearthed by recent consumer behavior research. As a regular columnist for the New York Times Magazine’s “Consumed” column, Mr. Walker had plenty of fodder for his new book.
The article gives us a few intriguing nibbles. How about a Baylor University study that presented test subjects with two glasses of soda—one labeled Coke and the other unnamed, but also Coke—asking them to state their preference. An overwhelming majority, not surprisingly, chose “Coke”. . Yet, as Walker points out, there is more than “the power of suggestion” at play here.
In his book, Rob Walker explores the latest and greatest clever advertising and sales gimmicks, and investigates the drivers in pop culture that lead consumers to buy. . .what he refers to as “influencers.” The 21st century consumer’s brain is wired to respond to: authenticity, identity and community. That necessitates what Walker refers to as the rise of a very sophisticated “consumer persuasion industry.”
Walker eschews the idea that marketing products on their usability merits is a non-starter. So is the idea of appealing to status. Rather, the idea of forming communities around brands and products, based on specific cultural attributes, works to help consumers define “who we are,” he argues.
Without locking into consumer cultures—and we all know these are increasingly segmented—brands can’t be embraced, and further defined, by consumers themselves. . .a prerequisite to becoming wildly successful. As marketers, our continual consumer research bears much of Walker’s findings out.
In other words, the most successful brands now are further defined and shaped from the bottom up rather than top down advertising. Still, those brands that tap into the psychology and cultural cues that make up their consumer base are likely to hit a proverbial nerve. Smart companies are then openly engaging those consumers and letting them define their brands further.
Walker cites a few brands and their products to illustrate his point: Apple iPod, Timberland boots, and Pabst Blue Ribbon beer are brought out in the WSJ article, for example.
Questions:
• Which brands do you think embody the concepts of authenticity, identity and community best?
• Do you agree with some of Walker’s findings as expressed in the WSJ article? Or do you think there are other market forces at work?
• Lastly, do you think the whole idea of social media and the formation of online communities around brands are a fad or a bona fide, long-term trend?
I’d love to hear from you.