Jun
27
You Know Who You Are!
Filed Under Marketing | Author: Gerald Smith |
One of the benefits of affinity brand marketing is that our work usually has less to do with actual products and more to do with the community or environment surrounding a brand; and that is where ‘affinity’ comes in.
For years I struggled with identifying Premier Studios as a marketing company for fear of anyone insinuating that we ‘prop-up’ brands or products. I have never been comfortable with the reputation many marketers have for ‘manipulating consumers’. You know the drill; presenting products as more than they really are. Okay… lying about them. I know you’re shocked and can’t imagine that such an honored profession would stoop so low.
Remember, affinity brands eschew quality! Customer service is usually exceptional, even sometimes legendary. Three certainties of affinity brands… quality, community, and timeless. So where does that leave us? Our expertise is about everything surrounding the brand. And those surroundings are what makes brands thrive.
If every brand were an affinity brand, we would live in an honest world. Affinity brands are usually those products and services that owners speak proudly of, and are eager to defend. Marketing for affinity brands is about creating community and a place for the brand to thrive, sometimes in the digital space, but not always.
But what about those other brands? Those that aren’t quality, and few people would admit to owning. Usually the lowest priced, and perceived as a bargain. You know who you are. Don’t call us and we won’t call you…
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