"If you want to engage, invoke a cultural connection."
According to Jeremy Gutsche's award-winning book, Exploiting Chaos -- now available in a convenient, instant download -- creating a cultural connection is different from creating an emotional one in that customers remember the emotional appeal, but are engaged when it comes to the latter.
Exploiting Chaos is an easy-to-digest, magazine-style book that outlines how a brand can reinvent during times of uncertainty. One way is to focus on how a company conveys its message, which can be functional, incentive-based, emotional or cultural. Using the "Crying Indian" and the "Don't Mess with Texas" ads from the 70s and 80s, respectively, as examples, Exploiting Chaos points out that to really create impact, brands must make a cultural connection. In other words, you must "obsess about your customer."
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