Consumers buy certain products and brands because they fulfill their needs in some way. And the brand’s identity connects with the consumer’s personal identity. Brands that speak to the archetypal symbolic and emotional side of their consumers are more compelling because they embody what people are seeking in both a product and a brand, and as a result create stronger customer connections.
We bring to all our projects a solid and academically backed set of beliefs about people, as humans and as consumers, and marketing:
- Consumers buy certain products and brands because they fulfill their needs in some way
- These needs are symbolic, emotional (sub-conscious) and rational (conscious)
- They follow timeless patterns of behaviour and personality expressions that the psychoanalyst Carl Jung called archetypes, and these are universal, cultural and personal
But these insights are deep, we have to get beyond surface, rational consumer responses. Marketing needs to speak to the emotional consumer, as well as acknowledging their rational side. The emotional brain thinks in images and symbols so we need to use different tools to access and reveal its secrets. This is because our sub-conscious emotional needs are more important – we are driven by our emotional brain, we feel first, think later.