Last week I was writing about the place brands have in people’s minds and hearts (here) (disclaimer – not a front seat by any means). How is it then we came to believe the opposite? Could it be because we live in our comfortable marketing bubble? This blog is written for the bubble but tries hard to make sure it does not aim to reach outside the bubble. Outside the bubble are normal people; outside the bubble are your consumers, the audience you want to pay attention to your messages, engage emotionally, and purchase your products.
Normal people do not read AdAge or MarketingWeek; normal people do not go to Cannes, nor listen to Scott Galloway’s latest Marketing Podcasts. For sure normal people do not read my blog. Normal people do not talk about the virality effect of the Burger King mold ads, as they might not even see it. Normal people might be aware of the Kaepernick Nike’s work, but do not discuss it endlessly as an act of courage from the company. They just see it as another message from the brand they sometimes or more often decide to purchase. We spend our energy to build our brands and our careers at the same time. We want to seduce more people with our messages as well as show our worth to the marketing tribe, and land that new role or promotion. Time is a finite resource, and the more we spend chasing tribe fame, the less we have to focus on those we need to seduce more: our future brand users. Just be aware of that trade-off.
Towards whom are you directing your energy today? The normal people or your bubble?