BRAND TOUCHPOINTS

Voice of a consumer

Posted in Uncategorized by Abhinaya Chandrasekhar on September 18, 2009

“I think corporations have become inhuman entities that merely regurgitate people and ideas and throw up on the unsuspecting consumer. They simply feed the consensual bs hallucination and suck everything in it’s path. ” – This is the voice of a consumer.

This statement kept me awake for many nights. Is this true? With neuro-marketing becoming more prominent, are we manipulating thoughts of a consumer? Especially, now that we have access to advanced scientific knowledge, are we extracting undue advantage over the consumers?

So, I asked this question to another consumer:

Q: Remember you bought that expensive chocolate box from Belgique chocolates the other day. Did you get back home wondering what made you buy? Its us! As marketers, we possess the power to influence your decision-making. Be it a necessary / unnecessary purchase, we drive it.

A: I would say “Good work!” If you guys made me buy that box of chocolates, you know what I want and I am glad somebody s paying attention to my wants.listen

This helped me realize that marketers are merely competing with each other for the consumer’s attention. He is still God. With the help of science and research, we understand what a consumer wants. What he needs are usually in the open. What he wants is buried deep within different layers like insecurity, sub-consciousness, financial stability, and more. A powerful want can snowball fast. Understanding this can also help in new product development.

What we do is uncover the hidden wants and make it a reality for the consumers. We give them what they want. Consumers are extremely intelligent and trying to manipulate one will be fatal.

But, what is really interesting is that there exists a set of consumers with the first mindset. How do we overcome this?

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3 Responses

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  1. […] Voice of a consumer « BRAND TOUCHPOINTS abhinayachandra.wordpress.com/2009/09/18/voice-of-a-consumer – view page – cached Posted in Uncategorized by Abhinaya Chandrasekhar on September 18, 2009 — From the page […]

  2. Mesh said, on September 26, 2009 at 9:59 am

    There is a time and place for everything, including corporations, they’re not all inherently evil, I’m sure a lot of good has come out of them. There are as many mindsets as there as consumers and you can say the same about corporations.

    Now, that said, from a certain perspective, it could be said that some, if not all marketing is based around creating value. But have we lost sight of what value means? When did a hunk of well designed machinery become a fashion statement? What the hell is a fashion statement anyway? What happened to real value? Do we really need fizzy drinks and cigarettes? But hey, they’re cool.

    The consumer is definitely not God, he’s just a statistic. The corporation is not God either, the system is. Our systems are flawed, we must realize that the system is a choice, there are options, change might be slow, but it is needed now more than ever.

    I could rant on for a while, but another time. 🙂

    In the end, I just want to leave you with this — are you giving us what we want, or are you telling us?

    Cheers.
    Enjoying your blog.

    I’m not a commie haha.

  3. morphindo said, on September 26, 2009 at 10:20 am

    Here’s an interesting quote I found, helps to reiterate what I’m trying to say, albeit more eloquently.

    “If advertising is the engine of capitalism, then brands are its symbolic currency. Branding is a complex communications system of signifiers that leverages psychoanalytical principals of irrationality and desire. As activists and socially engaged cultural producers we recognize the problems associated with a culture designed around consumption. Unlimited growth in a finite ecosystem is a recipe for global catastrophe. The practice of branding is a central force driving the system towards its inherent limit. How are we to respond?”

    **Unlimited growth in a finite ecosystem is a recipe for global catastrophe.**

    Just my 2 cents.


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