"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."
Learn more about creating a cultural connection among your customers. Download the Exploiting Chaos eBook today.
Invoke a Cultural Connection
Learn How to Really Engage Your Customer with Exploiting Chaos
Trend Themes
1. Cultural Connection - Brands must focus on cultural connection, rather than emotional appeal, to truly engage customers.
2. Message Conveyance - How a message is conveyed plays a significant role in a brand's success, and it can be functional, incentive-based, emotional, or cultural.
3. Customer Obsession - Creating impact requires obsession about the customer and making a cultural connection.
Industry Implications
1. Advertising - The advertising industry can benefit from focusing on cultural connection in messaging to engage customers.
2. Marketing - Cultural connection can offer a new disruptive innovation opportunity for the marketing industry to reach customers in engaging ways.
3. Brand Management - Focusing on cultural connection can be a game-changer for brand management in terms of impact and customer engagement.