Why it matters
Brands and products act like placebos; theycan help us to reduce the gap between our actual and our ideal selves – based on the brand associations built over time – while functional motivations haven’t changed much, there are several surprises in the social-emotional motivations that brands can leverage to create more effective advertising during Covid-19.
Takeaways
- Thinking about motivation involves understanding how your brand or product can help the buyer to close the gap between their actual and ideal selves; goals, or ‘jobs-to-be-done’ are crucial to this.
- The guiding question for communication is ‘How should we stage...