Branding through empathy requires a lot of courage, because after all, your strategy will be based on a hunch or an intuition. Like all decisions it should be founded on solid and extensive research. However, be wary of consumer surveys and focus groups to guide your decisions. As Steve Jobs said, when asked what market research went into creating the iPad: None. Its not the consumers job to know what they want. What it does take, on the other hand, is courage and a clear, consistent expression of your vision. Be brave enough to trust something as soft, new age, and hippy-dippy that as humans we can share feelings with one another.
Posted on: Sat, 27 Sep 2014 06:04:12 +0000
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