Stephen Dann
Your customers, of course.
The days of businesses being remote and isolated from customers and producing products which people “consumed” have long since gone. The sheer arrogance of thinking of someone who buys the promise and benefits of your product with their hard earned cash as “a consumer” is quite breath-taking today.
Equally the idea that marketers could target “segments” which they had no emotional engagement with or depth of understanding seems just as absurd
Today – you have to live in the same world as your customers, share their passion and excitement, feel the same fears, uncertainties and disappointments in order to be a truly effective marketer – brands need to take note. In fact for a product or business to become a “brand” they need to have a level of resonance with customers which surpasses the physical performance or properties of the product – and the best way to achieve this is to live it yourself.
Funnily, being honest, truthful and genuine is whole lot easier than trying to be someone you are not.
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