This is another in a series of guest blogs. The author is Lewis Berey, the CEO of NPI, a recognized leader in bringing new products to market. I always learn something from every conversation I have with Lew and I asked him to share some of his ideas with my readers. Enjoy.
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| What happens when a brand makes a customer feel better emotionally? |
Making Customers Feel Better Emotionally is an emerging reason for
business growth.
Until recently, consumers were often driven by benefits
like making it easier, better quality, saving money. Today, there’s a
more emotional benefit that is taking hold -- making consumers feel better
emotionally (MFB). And, it’s what is growing businesses. The emergence of
this benefit as a predominant player has been observed in a couple of different
ways.
Emotional trends have become a reality. In the 1980’s, 15 major trends in
customer behavior were identified by Alvin Toffler in conjunction with
NPI. Over thirty years later, the trends that were linked to an emotional
benefit were the ones that went from trend to reality. The Forces were:
Roles Revolution:
This Force represented the major
alterations and/or reversals of classic relationships (men to women, doctor to
patient, labor to management, parents to children) resulting in the emergence
of non-gender products, male and latchkey-children shoppers, the decline of the
nuclear family, a redefinition of
sexuality, and a new need for sharing.
Increased Loneliness:
This Force is driven by such elements as
single-parent households, working mothers, later marriages, longer life
expectancy, technological unemployment an increased time pressures. The
behavioral implications of this are brand loyalty, concern for health and
fitness, a need for high-touch products, and the use of money to gain approval
and affection.
Home Power:
This Force was driven by such
factors as the general aging of the population, the emergence of a latchkey
generation, the proliferation of home electronics, and the increased concern
over urban insecurity. Home Power deals
with all the products and services and activities aimed at making the home the
center of American life. Implications
include an increase in computerized shopping, the continued success of direct
mail products, and a major expenditure of discretionary income for home
entertainment products and services.
Who’s been successful recently?
Looking
at successful new category starting brands like Starbucks, Facebook and
Lululemon, they all express their business point of difference through a
positioning with foundations in MFB. Positionings like enhancing
relationships, offering advice, and having fun while performing tasks.
Starbucks, in a commodity coffee category that
historically was mired in a price or quality benefit, took the unique approach
of moving to experiential, social atmosphere for consumers to enjoy and relax
over a new coffee menu.
Facebook could have easily been MLE, but instead their Mission is seated in MFB – “to give
people the power to share and make the world more open and connected.”
Owning MFB
Now, in 2013, we believe owning the MFB Benefit Category will represent major innovation in marketing for the near future.
To best utilize this “Makes Me Feel Better” emotional benefit, look outside your own category at successful emotional case learning.
About NPI: NPI, Inc. can be contacted if you are interested in learning how this company’s techniques have helped businesses explore an MFB benefit and positioning.If you'd like more information, Lew can be reached at:
Lewis Berey, CEO of NPI, Inc.,
A Category Redefinition Consultant
816 582 8700
Labels: emotional branding, Guest Moments, Lewis Berey, MFB, NPI
