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Emotional Branding of the High Tech World
By admin | July 21, 2008
In the Simon Says column of the April 28, 2008 Brandweek magazine, Simon Sinek offers up the opinion that Advertising Agencies are making the purchasing decision too complex.
His statement, "They [marketers] can help reduce the need to think too hard by communicating the core beliefs of a brand so that we can just let the emotional parts of our brains guide our decisions."
Now, I’m not sure if this is supposed to be a general statement for marketing in all industries, or just the high tech industry considering he offered up the fact he was looking to purchase a flat screen TV and a computer. So I’ll comment about the high tech industry.
Mr. Sinek commented that many of the PC manufacturers had flooded their home pages with sales offerings. Well, they are e-commerce sites as well as information tools. In addition to promoting sales, these companies should also continue to interact with the consumer by having easy to find information about the products as well as customer service and brand fan tools like forums, games, etc. This also depends on how each company wishes to brand itself.
He went on to comment that the branding messages put forward by Sony, Samsung and Philips were inadequate. He ended by saying that Philips provided too much technical information about how LCD screens work. It seems that Philips has changed their Web site since the article was published to be much less technical and more branding.
But, hey we are dealing with technology. "Tech"-nical is built right into the name. Consumers go to online sites specifically to find information about the products they wish to purchase. Companies should allow the consumer to be as technical as they want to be while learning about a brand and its products.
So, in retrospect, Web sites for technology products may want to follow a path from simple to complex as they emotionally charge through technically "WOW" their prospective customers. Because you know, there are a lot of techno-geeks out there that do get emotionally charged by the technical "WOW."
Topics: Branding Strategy, Marketing Opinion, Online Marketing, Web Site Copywriting, Advertising, Freelance Copywriter |
July 21st, 2008 at 3:40 pm
Your solution is exactly right. Start with simple and move to complex for those who want it. Starting with complex alienates too many people but not having the complex ignores those who want it.