|
Post by account_disabled on Feb 28, 2024 2:57:11 GMT -6
One of the elements of a brands structure is its personality and nothing can convey it better than a hero The progenitor of the brand hero is the Michelin Man created at the end of the th century In this way the tire producing company built recognition also using the substitution effect described by Pawel Tkaczyk Substitution replaces our lack of understanding when we choose from things that we cannot compare or that comparing them is too difficult because there are many similar products In the case of Michelin something difficult to understand such as patterns on tires and what they are used for was replaced with sympathy for a figure that can help in the purchasing process Senegal Phone Number illustration for the article Marketing in Practice Rebel creator seducer Another reason why brands reach for superheroes is in addition to evoking emotions or better memorability the ability to identify with the character And while it is difficult to see a human outline in MMs heroes every brand hero should have a character element It is important that it is consistent with the archetype represented by the brand and its values Are we a rebel like Converse a creator like Apple or maybe a seducer like Axe the brands personality using five features sincerity sophistication sharpness competence and emotionality Its how we humanize it in everyday interactions And there is no better way to humanize than to create a hero who even if he does not have human appearance has human character traits And from here its just a step to identifying with him.
|
|