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CASSIE MOGILNER: It seems that there's actually this trend
happening in marketing already of really focusing--
for the marketers themselves to really understand what is
the role of that brand or that product in the daily life as
opposed to the sort of mere acquisition or possession of
the product.
It's really how you experience it and live it out.
And by drawing attention to that experiential component of
products or brands and really seeing how it fits into the
fabric of life, you get a lot more engagement, and you're
really fostering those relationships with consumers.
Any product, even daily cleaning products, if you sort
of dial up the role that that product is playing in this
sort of a life story, I think it would be effective in
fostering those relationships and increasing consumer
engagement.