Until you know your customers worldview, marketing is a conundrum.
Instead of making a serious effort to know their customer’s worldview marketers and business people are still living in the day dream that “People care more about their brand purpose”
“In reality, they only care about whether it solves their problem, assists them, and enables them to do certain things under given circumstances.”
Here’s what Bob Hoffman from Ad Contrarian said about “Brand Purpose”
Ask people on the street how McDonald’s is different from Burger King; how Nike is different from Adidas; how Coke is different from Pepsi. I don’t think you’ll hear the language of brand briefs. I think you’ll hear the language of symbols, images, slogans, and melodies.