The story of how you came to buy that car

first_imgThey routinely ask some of life’s deepest questions: Who are you? What do you care about? What are your goals in life? What do you struggle with? What do you love and hate?But these are not psychiatrists or spiritual advisers; they’re marketers probing consumers to figure out why we buy. Whether it’s sleek sports cars, laundry detergents, or cellphones, mapping the views and yearnings of potential buyers helps these specialists construct ad campaigns and brand identities. Though people say they buy for rational reasons like effectiveness or price, the truth is that they often make purchases for more complex reasons, so marketers dig deep with their pitches, targeting our values, fears, and aspirations. And these days the preferred delivery vehicle is often a story.“It always starts with understanding people — fleshing out a full portrait of who a potential customer might be for this product. Because doing laundry is never just about doing laundry. It’s about being a mom or dad and taking care of my family and presenting a clean front to the world,” said Jill Avery, a senior lecturer of business administration at Harvard Business School who studies brand management and teaches “Creating Brand Value,” an M.B.A. course for investors, entrepreneurs, and marketers.Branding used to be a shorthand way to convey reputation to potential buyers who prized claims of performance (“gets whites whiter”) and expert opinion (“four out of five dentists recommend this chewing gum”) over all else. But since the 1960s, consumers have become tougher to persuade with rational sales pitches.“Whereas prior to this, ‘Why should I buy?’ was all about function, in this era, ‘Why should I buy?’ has become wrapped up in who my identity is or who I want to be or what kind of lifestyle I aspire to,” said Avery. “In many product categories, you’re buying into the brand much more than you’re buying into the product.”Some of the world’s most famous brands, like Apple, Nike, and Coca-Cola, have successfully trained consumers to associate their companies with emotional concepts — rebelling, winning, and belonging, respectively — rather than merely the goods they sell.“People want to believe that they’re not swayed by brands,” said Avery. “They are.”12 main character archetypes found in brand stories Backhanded plaudits usually undercut the speakers, Harvard Business School paper says Explorer Lover Innocent When love and science double date Sage In a recent HBS Technical Note on brand storytelling, Jill Avery wrote that effective narratives include compelling characters, citing 12 common examples used in marketing. Click to read more about each type. Source: “The Hero and the Outlaw,” Margaret Mark and Carol Pearson; “Brand Storytelling,” Jill Avery We solved the problem! Now let’s unsolve it. Related Jester Let me compliment you, sort of New research by Daniel Gilbert speaks to our conflicted relationship with progress Magiciancenter_img Regular Brand stories are told in many ways, such as on Twitter, through a retail store experience, through packaging and logos, or via a social media influencer’s posts on Instagram or Facebook. Figuring out what will grab would-be buyers is a dicey, complicated task for marketing professionals, for as times and people change, so do the stories that resonate.“What are we anxious about right now? If we can figure that out as marketers, then we can deliver stories that … help release that anxiety through consumption,” she said.These days, politics and our deep national divisions are sources of angst for many. But where Baby Boomers once sought to “fight the power” and “change the world” through protests and boycotts, Avery says today “we often show our political activism through purchase.” Instead of just avoiding a brand that offends, consumers now deliberately “buycott” — buy one brand over others — to show support for a company’s political stance.Nike’s 2018 “Just Do It” ad campaign featured former NFL quarterback and racial-justice activist Colin Kaepernick (who is himself, as are all major celebrities, a brand) and was a dramatic example of the kind of political storytelling popular today. Though it was created for one of the biggest corporate brands in the world, the campaign’s implicit message was that you should buy Nike products if “you support the little guy, you support taking a stand, you support the struggle, you support the people who stand apart from the mainstream,” said Avery, who wrote a case study on the campaign.What works in much of the country today are narratives that connect brands to social causes, showcase a brand’s ethos or purpose in the world, highlight underdogs or entrepreneurs as heroes, or demonstrate companies making a difference, an approach pioneered decades ago by ice-cream maker Ben & Jerry’s.“We’re not just selling ice cream; we’re changing social consciousness,” said Avery of the company’s unspoken message to consumers.Since the 1990s, as trust in big institutions started to wane, Avery says brand stories that highlight notions of “authenticity” have been very effective across many sectors, ranging from trends in craft beer, artisanal food, and farm-to-table restaurants to Airbnb-style tourism and Etsy-type goods. Many firms work hard trying to manufacture authenticity, the case study found, using enticing Instagram stories or posts by top social media influencers to drive sales rather than straight-up advertising.Newer brands that present themselves as earnest upstarts overcoming the odds are especially popular now. Underdog narratives remain a powerful and enduring part of consumers’ experience, said Avery, who studied this phenomenon.“What we found is that most people perceive themselves as underdogs, even people that rationally shouldn’t perceive themselves as underdogs,” like many of the HBS students who participated in a study and thought they, too, were underdogs.“So if I feel like I’m an underdog, I’m going to be attracted to underdog brands,” said Avery.What doesn’t sell like it used to? Surprisingly, sex. Campaigns built on “blatant sexuality,” even when it’s integral to a brand, such as lingerie retailer Victoria’s Secret, are facing tougher times, said Avery. In the #MeToo era, advertisers approach gender, sex, and romance far differently than in years past. Many more companies embrace LGBTQ consumers and interracial couples and have moved away from depicting men and women in stereotypical gender roles, she said.Prestige and luxury are still important to consumers, but it’s less about overt displays of wealth and luxury than it was just a decade ago when company logos were ubiquitous and bragging about paying top dollar was a thing.“Today, people are looking more for a horizontal differentiation, so being different, rather than being ‘better,’” Avery said. “It’s about being unique, finding the thing that nobody else knew about, being an expert in diverse experiences … that’s giving us identity value versus the conspicuous consumption … of the past.” Outlaw Caregiver The Daily Gazette Sign up for daily emails to get the latest Harvard news. As firms attach ever-more-sophisticated meanings to their brands, marketing professionals now reach for the tools and techniques used by authors and filmmakers to leverage the human fascination with stories in order to lure audiences in a way that obvious sales pitches cannot.Stories “generate higher levels of engagement, learning, persuasion, and inspiration for action” than other forms of communication, making them a “superior” vehicle to reach and affect consumer behavior, Avery wrote in a recent HBS Technical Note on brand storytelling. That’s important, because in “today’s world, where attention is scarce and consumers are bombarded with thousands of brand messages each day, brands that are able to tell compelling stories can break through the clutter and create engagement.”Using humor, romance, sex, or even irony, effective narratives include compelling characters, a conflict and plot that feel fresh yet familiar, and a clear message that comes across as transparent and authentic, not manipulative, she said. Some of the world’s most famous brands, like Apple, Nike, and Coca-Cola, have successfully trained consumers to associate their companies with emotional concepts — rebelling, winning, and belonging, respectively — rather than merely the goods they sell. Warrior Ruler Sure, your heart thumps, but let’s look at what’s happening physically and psychologically Driven by ego? This book’s for you Creator Buddhism informs Harvard-trained psychiatrist’s ‘Advice Not Given: A Guide to Getting Over Yourself’ last_img read more

Consumers still see value in cash

first_img 4SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr Consumers now have more choices than ever when it comes to making payments. New mobile payment apps are coming on the scene in staggering numbers, while plastic cards are enjoying a renewed vigor with the implementation of EMV technology.Even so, consumers continue to turn (and turn often) to the old payment standby: cash. In fact, a recent CardTronics survey found cash to be the preferred payment method in a variety of remittance situations. Among those surveyed, cash was the first choice for:Reimbursing someone —78 percentBuying groceries —52 percentPurchases at convenience stores —63 percentDining out —53 percentTipping —78 percentInterestingly, it’s not just older generations paying with cash. Millennials reported the strongest increase in cash usage (over a 12-month period) than any other demographic. Fifty-seven percent of Millennials said they used a wider array of payment methods over the past year than ever before. However, 45 percent also reported they are more likely to pay with cash now than they were a few years ago. continue reading »last_img read more

CUs: A penny for your thoughts?

first_imgAmid the coronavirus pandemic, consumers are using physical currency less frequently, which has resulted in fewer coins moving through the supply chain. NAFCU member credit unions are encouraged to submit responses to this month’s Economic & CU Monitor survey by Friday and share their recent experiences related to coin circulation and member coin deposits.Last month, the United States Mint encouraged consumers to pay for things with exact change and return any spare change to circulation as part of its effort to offset the current disruption to supply channels. As part of the U.S. Coin Task Force, NAFCU has been working with the Federal Reserve, the U.S Mint and other industry stakeholders to address the problem and outline ways consumers can help.Credit unions are encouraged to help promote awareness and understanding of the coin circulation issue by using #GetCoinMoving on social media posts.Reponses to the Monitor survey are due this Friday, Aug. 14; the survey can be filled out online. ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr continue reading »last_img read more

A direct flight between Croatia and Japan soon?

first_imgRELATED NEWS: “The strategic goal of the Ministry is to develop Croatia as a destination that is accessible to various airlines, especially before and after the peak of the summer season. That is why we are turning to the Asian market, primarily Korea, Japan and China, where we are concentrating on many of our efforts ”Point out the Ministry of Tourism, which is stated in the report. Croatia and Japan are continuing talks on the introduction of a regular airline between the two countries, the portal reports exyuaviation.com The number of Japanese tourists visiting Croatia is constantly growing. Thus, last year a total of 159.574 tourists from Japan were recorded, which is an increase of 12,3% compared to 2017. Most of them remained in Dubrovnik, followed by Zagreb, Plitvice Lakes, Split and Opatija. THE ONLY ISLAND JAPANESE RESTAURANT IN CROATIA OPENED ON LOŠINJ Currently, Japan’s largest airline, All Nippon Airways (ANA), operates summer charters from several cities to Dubrovnik. Also, Japan Airlines (JAL) is considering a service base in Eastern Europe through its recently established long-term low-cost airline Zipair, which could prove Croatia’s position as an optimal location. Negotiations are underway on the adoption of the Air Transport Agreement, which is a precondition for the establishment of non-stop flights, and the first round of negotiations was held last November in Tokyo. The Japanese Ministry of Foreign Affairs pointed out that the talks are continuing and that a certain framework has been reached until the conclusion of the Air Transport Agreement between the two countries. last_img read more

Trump’s tariffs will hurt all Americans

first_imgThat’s the rationale Ross invoked to escape what would otherwise be American commitments under international trade law. Superficially plausible – planes are made of aluminum; tanks from steel – it’s basically bogus.A real expert on national security, Defense Secretary Jim Mattis, has been decidedly cool on Ross’ protectionist project and said so in a memorandum to the commerce secretary, albeit between the lines.While Mattis said he was against countries “intentionally” using “unfair” trade practices to harm the U.S. defense industrial base – as opposed to outcompeting us, which is what some of the trading partners potentially affected by the Trump tariffs are actually doing – he also pointed out that U.S. industry can easily meet the military’s steel and aluminum needs without protection.If we must go ahead with tariffs anyway, Mattis urged, we should spare our “key allies” from “negative impact” and encourage them to join us in putting pressure on China, whose market manipulations in both steel and aluminum are real and a legitimate focus for U.S. response.However, the president gave no sign Thursday that he would heed either suggestion. On its face, his decision applies equally to hostile powers such as China and Russia and to close treaty allies such as Canada and Japan.Without major modifications, the president’s plan will encourage U.S. allies to join forces with U.S. adversaries. Mattis also urged making it clear to U.S. industry that protection would be conditional, “to set clear expectations domestically regarding competitiveness.”Instead, Trump promised a roomful of steel and aluminum executives “you’ll have protection for the first time in a long while,” adding vaguely: “You’ll have to regrow your industries, that’s all I’m asking.”Trump’s words are not always an exact guide to the policies his administration formally adopts.Already, though, the president and his commerce secretary have legitimized unilateral invocation of a “national security” exception to normal trade rules.Other countries can play that game, too; and more might try, now that the United States has set this bad example.Race to the bottom, trade war: Call it what you will, the spiral will eventually harm everyone, the United States and its metal industries very much included.More from The Daily Gazette:EDITORIAL: Thruway tax unfair to working motoristsEDITORIAL: Beware of voter intimidationFoss: Should main downtown branch of the Schenectady County Public Library reopen?EDITORIAL: Urgent: Today is the last day to complete the censusEDITORIAL: Find a way to get family members into nursing homes Categories: Editorial, OpinionThe following editorial appeared in The Washington Post.President Donald Trump announced new tariffs on steel and aluminum imports Thursday, following the recent recommendations of his secretary of commerce, Wilbur Ross.Actually, Trump went a bit further, saying he would hit steel with a 25 percent levy, rounded up from the 24 percent Ross had said was necessary to keep the U.S. industry operating at the 80 percent of capacity that central planners in his department deem optimal.For aluminum, the charge will be 10 percent.Prices on everything made from steel and aluminum will go up; jobs saved by producers may be offset by jobs lost elsewhere.If that seems contradictory, consider the fact that this tax increase on raw materials comes from the same president who says the economy is booming because he cut taxes on income.Ostensibly, these added burdens on all Americans except those involved in steel and aluminum production are necessary for national security.last_img read more

Fishermen, activists decry Anies’ decision to grant reclamation for Ancol expansion

first_imgLocal fishermen and activists in the capital city Jakarta have expressed concerns over the Jakarta Bay’s ecological future following the administration’s decision to proceed with a reclamation project to expand the city’s popular tourist spot Ancol in North Jakarta.Jakarta Governor Anies Baswedan issued a decree in February to give the green light for a 155-hectare expansion plan for city-run tourist destinations Taman Impian Jaya Ancol (Ancol Dreamland Park) and Fantasi Land (Dufan) theme park.Fishermen raised questions over the issuance of the decree, which was published by the city on its official website in March, as they claimed it was in contrast with the ruling by the Supreme Court last week. The Court ruled in favor of the city administration in cassation against developer PT Taman Harapan Indah over the revocation of the company’s islet H reclamation permit in Jakarta Bay. Susan Herawati, the secretary-general of the People’s Coalition for Fisheries Justice Indonesia (KIARA), said she feared the decision would make way for the controversial reclaimed islets project to continue in the future.“We fear that the revocation of permits to reclaim and build on 13 islets [issued by Anies in September 2018] be canceled in the future, looking at the governor’s indecisive manner,” she told The Jakarta Post on Friday.By issuing Gubernatorial Decree No. 237/2020, the governor allows a 35-hectare expansion for Dufan and 120 hectares for Ancol Dreamland park on the reclaimed areas.Read also: Reclamation or not: City struggles to win lawsuits Jakarta city secretary Saefullah argued that the reclamation for the Ancol expansion was different from the 13 islets reclamation projects, the permit for which had been revoked by Anies in 2018, a year after he took office.“There are already 20 hectares of rising land in East Ancol [Ancol Dreamland Recreational Park]. It resulted from around 3.5 million cubic meters of mud being dredged from five reservoirs and 13 rivers in Jakarta through the Jakarta Emerging Dredging Initiative (JEDI) and Jakarta Urgent Flood Mitigation Project (JUFMP),” Jakarta administration secretary Saefullah said in a press briefing on Friday.“The governor issued the decree so that [city-owned enterprise PT Pembangunan Jaya Ancol] can obtain a management right,” he added.The administration claimed that an agreement with PT Pembangunan Jaya Ancol to use 120 hectares of land in East Ancol as a sludge disposal site was made in 2009. The latest decree now allows the reclamation of the 120-hectare area.Saefullah added that the Ancol expansion aimed to provide recreational areas for the public. “The reclamation ground will be for the public. We prioritize people’s interest,” he said, adding that Ancol was chosen because there were no fishermen in the area.In the letter, Anies required PT PJA to complete studies on integrated flood mitigation, global warming impacts, taking material for land expansion, infrastructure planning and environmental impacts before doing the reclamation.NGO Maritime and Ecology Association director Martin Hadiwinata said such requirements should have been fulfilled before Anies issued the decree.“Meanwhile, sludge disposal has been going on for 11 years and surely has an ecological impact. Yet it went without any environmental impact analysis (AMDAL),” he told the Post.Echoing Martin, Susan demanded the administration display data on the ecological impact of the disposal of dredging material.Furthermore, she argued that the decree had no strong legal basis. She pointed out that the decree only cited Law No. 29/2007 on the Jakarta administration as Indonesia’s capital, Law No. 23/2014 on regional governments and Law No. 30/2004 on governmental administration, but did not include Law No. 27/2007 on coastal areas and small islands management.“But their argument is that the agreement between the city and PT PJA was made a long time ago. As if the governor has no power to revoke it. It’s a matter of political will,” she said.Topics :last_img read more

Paulo Fonseca sends message to Roma chiefs amid Arsenal talks with Justin Kluivert

first_imgAdvertisement Paulo Fonseca sends message to Roma chiefs amid Arsenal talks with Justin Kluivert Comment Metro Sport ReporterTuesday 16 Jun 2020 9:23 amShare this article via facebookShare this article via twitterShare this article via messengerShare this with Share this article via emailShare this article via flipboardCopy link2.1kShares Kluivert is linked to Arsenal (Picture: ANP Sport via Getty)Roma manager Paulo Fonseca has urged his bosses not to sell Justin Kluivert to Arsenal amid reports he will be used in a deal to sign Henrikh Mkhitaryan.Fonseca insists Kluivert, the son of Barcelona legend Patrick, is a player he is ‘counting on for the future’. It’s been reported that Arsenal have opened talks with Roma to land Kluivert as part of a deal that would see Mkhitaryan move permanently to the Serie A side. Mkhitaryan has spent the season on loan at the Stadio Olimpico and is keen to extend his stay in Rome. ADVERTISEMENTArsenal are willing to sell him or agree terms over a new loan deal, but both clubs are leaning towards a swap deal. AdvertisementAdvertisementMkhitaryan is valued at £13million, with Roma wanting around £36m for Kluivert, meaning the Italian side would expect a fee of more than £20m to sanction the deal. Mkhitaryan is set to join Roma on a permanent basis (Picture: Soccrates/Getty)Kluivert, 21, has been linked to Manchester United in the past and reportedly turned down a move to Old Trafford in order to sign for Roma from Ajax, but he could now arrive in the Premier League this summer.However, Fonseca has urged his bosses not to sanction a deal to let him leave the club.‘They’re different,’ Fonseca told Publico.pt when asked to compare Kluivert to his father Patrick.More: Arsenal FCArsenal flop Denis Suarez delivers verdict on Thomas Partey and Lucas Torreira movesThomas Partey debut? Ian Wright picks his Arsenal starting XI vs Manchester CityArsene Wenger explains why Mikel Arteta is ‘lucky’ to be managing Arsenal‘His father was a great player, a great striker. Justin has what it takes to be as good as him.‘He’s one of the young players that Roma are counting on for the future.’Should Arsenal sign Justin Kluivert?Yes0%No0%Share your resultsShare your resultsTweet your resultsMore: FootballRio Ferdinand urges Ole Gunnar Solskjaer to drop Manchester United starChelsea defender Fikayo Tomori reveals why he made U-turn over transfer deadline day moveMikel Arteta rates Thomas Partey’s chances of making his Arsenal debut vs Man City Advertisementlast_img read more

Football: Amsterdam on ‘high alert’ for Ajax vs Man Utd

Amsterdam’s mayor Eberhard van der Laan had already announced emergency measures Monday, before the Manchester suicide bombing at a concert by US pop star Ariana Grande.“Chances are, judging by experience over the last few years, that a huge number of Ajax fans will gather in the city,” Van der Laan said in a letter announcing the measures.“There is a chance that public order will be disturbed and that cans, glasses and bottles will be thrown, vandalism will happen… and fireworks set off,” the mayor said, before declaring parts of Amsterdam emergency zones.Many fans travelling to the city to watch the game on the giant screen in the shadow of the famous Rijksmuseum said they believed celebrations would be muted out of respect for the Manchester victims, some of them children. Kick-off times worldwide. Kampala is 9.45pmThe Hague, Netherlands | AFP |  Police in Amsterdam are on high alert after the Manchester attack with large crowds set to gather outdoors to watch Wednesday’s Europa League final between Ajax and Manchester United.The match will be screened live from the Stockholm Friends Arena on a giant screen set up in Amsterdam’s famous Museum Square, with up to 100,000 Ajax fans expected to turn out.“An immense number of police officers are being deployed, together with municipal safety officers,” an Amsterdam official said.“The attack in Manchester fits the current threat faced by all big European cities,” the official told the De Telegraaf newspaper.Dutch anti-terror chief Dick Schoof said late Tuesday after meeting police and event organisers that all parties “are on extra alert” following Monday’s attack in which 22 people were killed and dozens injured.But unlike in Britain, Schoof has not increased the terror threat level to maximum, saying he would only do so “if we have information about an actual attack, which we don’t”.Schoof stressed no extra security measures were taken in Amsterdam following the attack, but he pressed people “to be alert, keep an eye on things and report any suspect behaviour immediately”.“Better one warning too many, than one too few,” Schoof added. Share on: WhatsApp read more

Five things we learned from the Champions League

first_imgIn a full-blown crisis under previous coach Julen Lopetegui, Real Madrid look a new side under caretaker manager Santiago Solari. The European champions’ third win in three matches since Solari took charge was a 5-0 hammering of Viktoria Plzen.The Czechs were not the strongest opposition but Wednesday night’s display was Madrid at their swaggering best.Real are set to qualify from Group G alongside Roma and a continuing of this form will put the rest of the competition on red alert.– Italy roaring back –After years in the doldrums Italian clubs other than Juventus are starting to make a mark on the competition and going toe-to-toe again with the world’s best.Napoli, who have mostly failed to transfer their recent domestic revival to the European stage, were unlucky to not have won at least one of their two clashes with megabucks PSG and on Tuesday gave as good as they got in their 1-1 draw with Thomas Tuchel’s side.Inter Milan were dominated by Barcelona and saved from defeat by an inspired performance from goalkeeper Samir Handanovic and a poacher’s finish from striker Mauro Icardi, who snatched a late draw that makes Luciano Spalletti’s side favourites to qualify ahead of Tottenham Hotspur.Roma meanwhile are keeping pace with Real Madrid in Group G thanks to a hard-fought 2-1 win at CSKA Moscow, Eusebio Di Francesco’s side performing better in Europe than in Serie A.– PSG continue to falter –Crushing everything that moves in Ligue 1, Paris Saint-Germain can’t seem to establish themselves as a European powerhouse.PSG are third in Group C after their battling 1-1 draw with Napoli in the Stadio San Paolo cauldron, and while they are only one point behind leaders Liverpool, Tuchel’s side have only managed to beat Red Star Belgrade in four matches.The French champions’ Qatari owners have spent huge sums in order to try to barge their way into the European elite, but have so far failed to convince away from the relative safety of Ligue 1.Share on: WhatsApp Mata takes a free kick for United last nightParis, France | AFP | Under-fire Jose Mourinho and Manchester United revelled in an incredible smash and grab victory at Juventus, while Real Madrid continue their revival and Cristiano Ronaldo watches on as his magnificent volley counts for nothing.AFP Sport looks at five things we learned in the Champions League this week:– Mourinho in his element –Under pressure following a series of dismal performances, Manchester United Jose Mourinho pulled off a hugely important 2-1 away victory at Juventus reminiscent of his past as the “Special One” that gives United a huge boost ahead of the Manchester derby at the weekend.The Portuguese was in his element winning at the home of his former fierce Serie A rivals, charging onto the pitch to taunt the home fans in Turin by cupping his ear as United players and supporters celebrated a win gained by Mourinho’s decisions from the bench.He brought on Juan Mata and Marouane Fellaini with 11 minutes left and United deservedly behind to a Cristiano Ronaldo wonder goal, and both were instrumental in the turnaround, Mata whipping home the equaliser and Fellaini flicking on a cross that Leonardo Bonucci eventually nodded into his own net.The 55-year-old could do with some more of that golden touch at the weekend.– Ronaldo not enough for Juventus –Having reached two of the last four finals, Juventus looked like genuine challengers for their first Champions League in over two decades when Ronaldo lashed home his 65th-minute volley.Juve looked set to win Group H with two games to spare when Ronaldo rifled in Leonardo Bonucci’s magnificent long pass just at it dropped over his shoulder, giving the Serie A leaders a thoroughly deserved lead.However despite their impressive winning record Juventus have shown weakness this season. They almost let United back into it at Old Trafford after switching off and this time they were punished for missing gilt-edge chances by a cynical away side.Juve are still odds on to qualify for the knockout stages but if Massimiliano Allegri is to bring the club their third European Cup he will have to make sure they can keep up their impressive displays for the full 90 minutes.– Real reborn –last_img read more