Mass marketing was once defined as average products for average people. Today however, when trying to please the average person, your brand becomes average. And as we well know, average no longer adequately interrupts a noisy marketplace.
But just suppose you were prepared to allow customers to either love you or hate you, then you just might become more interesting and potentially a remarkable brand... and by that I mean a brand worth talking about.
Think about Ben & Jerry seizing upon pop-culture and current events to launch new flavors. Like "VolunTiramisu" - to honor volunteerism last year. They do this not just for the sake of adding new flavors, but for the opportunity to be remarkable.
Now consider the risk! While some might enjoy the new flavor, others will certainly hate it. Of course Ben & Jerry provide other options, and therefore can afford the risk of introducing quirky new flavors - not in hopes that people will like, but for the sake of being remarkable.
Now imagine an ice cream shop that only serves strawberry flavor. It might be worth visiting once. In fact it might have some unique experience that keeps you coming back a few times. But unless strawberry is your absolute favorite, without any chance for change, you are highly unlikely to be a regular customer.
In a dynamic marketplace, consumers not only have a voice but are requiring more choices than ever before... motivated by increasingly diverse and sometime customized needs and wants. It is evident why so many brands are turning to missional-minded models to drive consumer loyalty, increase value, and experience growth.
The key to accomplish this begins with marketing efforts that build brand-awareness through advocacy. Remember...
- Loyal customers encourage others by sharing their experiences, regardless of their favorite flavor.
- Enough options must be established and readily available within the existing brand ecosystem.
- A perception of brand-diversity and customization should be available and understood.