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Matt Kaspari
and Cas
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Having a meaningful rather than demeaning conversation with your customers is the key to a successful brand, product or campaign. A meaningful conversation is relatable/relevant, it is engaging, and as marketers we must know our role in this conversation.
When we touched on disempowerment marketing last month we revealed the conversation with the end-user to sound something like this: "You do not fit in, but if you buy X, Y and Z you will. Trust me on this." If we dissect this conversation, we see that these brand messages were not relatable, the engagement was pushed out on the consumer, and the brand assumed the role of the hero in this story.
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