Brand Education for the Consumer

Part life lesson, part advertisement, brand education creates lifelong customers. 

Typical information age consumers are driven by a desire, nee compulsion, to research before reaching for their wallets.  So, at a time when making educated decisions has never been easier, these smart consumers also refuse and reject most conventional modes of advertising and marketing.  Thus, brand education is the optimal way to meet the needs of these increasingly hard to please audiences.  In this way, brand education is a sort of “higher ground” of marketing. 

Here’s the paradox: 

After years of being bombarded by advertisements against their will, consumers have built up walls against unwanted information.  But at the same time, these consumers are actively seeking out quality, entertaining information on where to spend their bonus checks. The average consumer is extremely willing to research brands and products.  And if they find something they like through learning something new, they are all the more likely to pass it on to friends and associates.  Then once that first domino falls, it’s all the more likely to go viral!

Defining the POWER of Brand Education: 

Harnessing the POWER to move people through thought-provoking information, and then putting that POWER in the hands of the consumer.  It’s what they want.

Turning the old saying, “Don’t Call Us, We’ll Call You” on its head.  Don’t call them (the consumers), they’ll call us (the product/client)! 

Brand education allows marketers to predict outcomes.  That’s good news since marketing campaigns are required to show results.  With sound brand education models, you can project a “consumer learning outcome” and thus depend on future consumer behavior.  

The buying process of today’s savvy consumer: 

The consumer...

…needs something

…seeks out information

…learns something new

…develops new opinions  

…takes pride in a justifiable purchase.

The consumers wear the pants.  The pants they learned about online!