The power of being meaningful, different, and salient

Josh Samuel

Members of the marketing community have long debated the secret to marketing success. Many practitioners assert that differentiation is the key factor. Others maintain that salience is uppermost during critical purchase moments, while a significant group believes that great marketing builds positive consumer sentiment by delivering on a meaningful brand promise.

But we would suggest that this debate has been misguided. Drawing on learning from thousands of brand equity studies as well as a recent, groundbreaking pilot that linked neuroscience and survey data to consumer shopping behavior, we have established that financial success for brands depends on all three of these qualities. The ideal balance for a specific brand is a function of both the product category and the primary mode of financial return – sales volume or premium pricing.

Three qualities, all important