In order to build strong brand resonance (Keller's Brand Equity Model), a brand has to accomplish its holistic mission on growing both 'HEAD' and 'HEART' sides of the brand.
We must shape how customers think (HEAD) and feel (HEART) about your product. A long term engagement or meaningful relationship mus be the orientation if we want to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it.
Head side also represents the logical judgement of customers toward brand performance. Unfortunately achieving good score on head side doesn't mean that the brand will automatically gaining the brand resonance and win the market share. The emotional bank account between brand and customers also must creates positive balance as result.
Fact says that "95% of customers purchase decision driven by Subconscious Mind" – Gerald Zaltman (Harvard Business School). That's mean heart side or unconscious part of customers mind play very important role on customers decision on purchasing goods or services. Brand with huge deposit on emotional bank account will gain more advantages rather than the brand which focus only on head side. Customers are bombarded with thousands of brands everyday, and they have to pick one or several of them in an instant time. Only brands with the strong emotional connection resonance the Amygdala and always come up as the first choice.
Just like us, the customers are being picky on with whom they will build their emotional relationship. They will prioritize someone who benefit them rather than others who make so many emotional withdrawals. Any type of relationship, whether it is between family members, people we work with, friends, or customers we serve, takes a lot of work to maintain and build upon. And much of the cement that improves our relationships is developing trust, compassion, and acceptance of the other.
Generosity is a code that acceptable by any kind of people. In this book we will find practical ideas that bring the brand generosity spirit as part of its brand messages delivery strategies. It works effectively to open up a conversation between brands and customers with stay becoming lovable brand.
By stay being lovable, it will be much easier for the brand to shape the customers mind and perception in a convenience situation. Ideas and concepts in this book are very easy to understand and very practical to be implemented as a part of your integrated marketing communication strategy. And brand generosity is always fit in with any kind of company even though for start up and more over for a big company.
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About the Author
Saiful Islam was born on Malang, Indonesia on May 20th 1982. He has been graduated from Brawijaya University Malang-Indonesia as Electrical Engineer. He has been working on technical field as Core Network Engineer on PT. Telekomunikasi Seluler since 2008. He made his own research about several marketing issue such as Subliminal Advertising, Brand Utility and developing new concept which combine those two previous techniques named Anchor Branding. Since 2006 He hwon several marketing idea competition in national level about branding and marketing in strategic level. In 2012 He also recognized as one of Telkomsel Intellectual Knowledge Assets by his writing about marketing and branding issue with title “Shifting Branding Paradigm from Push Media to Pull Media”.