Jun
29
Affinity Brands OR Affinity Believers
Filed Under Marketing | Author: Gerald Smith |
Affinity brands surpass all others in their category because they possess a rare combination of three key attributes where the brand is integrated into the lifestyle and identity of devoted believers. (e.g. Apple, Salvation Army, John Deere)
There is a distinct correlation to success when you recognize how the brand believer (consumer) embraces these attributes as personal;
- Quality - “I do not require the highest quality, but will never accept the lowest”
- Community - “I am not alone in my quest; my passion is shared by others”
- Timeless - “It’s not about brand sustainability, it’s about the sustainability of my interest”
Unfortunately, not every brand is an Affinity Brand, but fortunately every consumer is a Believer (in something). Remember, everyone on the planet shares one characteristic; to be accepted.
The Brand can’t fake affinity or artificially manufacture it. It must be as honest, complete and as sustainable as the need of the believer. The brand only exists to fulfill that felt need.
Focus less on your Brand Affinity - focus more on Believer Affinity.
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