The Korea Interview:
Kevin Hogan, interviewed by Sean Yoon, an editor of Unitas BRAND in Korea
5. Have you heard about the brand, 'Toms Shoes? What do you
think the basic desire of human the brand is stimulating?
Tom's Shoes wires into two core drivers. First, the desire to
belong or be accepted. That's what unique clothing does for people.
It is a "sign" that says, "Hey I'm wearing these clothes just like
you so I'm just like you and I want to be accepted by you and your
group." That's the first thing...Tom is doing.
The second desire it wires into is altruism. The drive to do good
for no obvious reason. They give away a pair of shoes when one pair
is bought. The nature of the shoe will change over time, but this
brand could last a very, very long time.
6. What brand is the most manic? What addiction
codes does the brand have? And how is the brand stimulating the
consumers, in your thinking?
Brands like Mac tell others you are superior to the 94% of people
who use PC's. Mac users are part of a collective like a beehive or a
"cult." They are easily recognized when they have their laptop with
them. They all belong. They are instant friends.
Rosetta Stone is a solid brand that takes advantage of the drive to
learn/curiosity. A brand will succeed when it is paired with pleasure
and a core desire. It will succeed if it reduces the flight/fight
response and it is paired with a core desire.
7. What is the best way to read a consumer's mind?
The consumers mind is really pretty easy to "read" or to "know."
All of us are concerned about the same things. We want some
combination of sex, knowledge, power, goodness/altruism, we all want
to belong, most people have a desire for physical activity. Although
the drivers exist in each person on a continuum, which can include a
driver with a polar (opposing direction) response, most people want
roughly the same things. We want to be out of pain and fear and we
want to experience pleasure.
That said, we want to be out of pain and fear a great deal more than
we want pleasure. Finer distinctions happen as you brand yourself
or a product.
You or your product fulfill specific needs of other people so you will
inherently have an attraction to the same kind of people over and
over again. They will have an attraction to you or your product once
awareness of the product, experience with the product and the
triggering of a drive paired with reduced pain/fear and/or increased
pleasure has occurred.
Why is the persuasion paradigm a powerful tool?...
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