Posted under Marketing
from http://www.brandingstrategyinsider.com 800 days ago


I want to share insight into one idea that guides The Blake Project's brand consulting practice. Attraction Marketing is not a new idea, on the contrary, it’s an idea as old as commerce itself. The premise is simple: people are tribal in their associations and in their behavior. Like attracts like. Not unlike quantum theory that suggests like particles vibrate and attract to form matter. Not to stretch my metaphor too far, but I would like to suggest that the discipline of marketing is the energy that vibrates in the marketplace attracting those customers who value the proposition, their association with it, and share its value to others. It is a natural attraction, not something contrived or forced. Consumers like to buy, they don’t like being sold. With so much choice, and so much me-too branding going on, consumers must have the “what’s in for me ...

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