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Bridging The Gaps, The Love of Marketing - Presentation Deck

Over the past four days I have posted chapter summaries of my just finished book, 'Bridging The Gaps, The Love of Marketing'.  It offers a hypothesis about how and why consumers create emotional attachments to the various brands in their lives.  It sheds light on the 'physiology' of branding, offering keen insight into how to more effectively and efficiently construct marketing efforts to create stronger, more emotionally resonant, and financially rewarding brands.

I invite you to start at the beginning and work your way through the posts.  You can start at the Introduction and Chapters 1 - 3 summaries.  Some of you will prefer to skip the longer form blog posts and explore the hypothesis in much shorter fashion in a presentation deck.  This will also be useful for people who have read the summaries - as this will help to pull it all together.

The deck is the bare bones, stripped down version; no images and not much explanation - just the most salient points.  The deck also has the benefit of presenting the 'Bridging The Gaps' hypothesis in a few graphs.  Some may find this particularly helpful.

Please don't hesitate to reach out with comments and questions.  Feel free to email if you have more personal inquiries: michael{at}b2cgrid.com.  There's obviously lots that I didn't include here about how this hypothesis can help you grow your consumer business.  I'd love to help you!  

Thanks for taking a look!  Please click the link below for a PDF of the presentation.…

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Posted by Michael B. Moore on April 3, 2014 at 10:30pm

Bridging The Gaps, The Love of Marketing - Conclusion

This is the final installment of chapter summaries.  This post, a bit longer than the others, captures the essence of the book's consumer behavior model.  It builds on the work of the early chapters to present the final "take" on how and why consumers make decisions about the brands in their lives.  

While the guts of the model are included in this summary, to get a fuller sense of where these conclusions came from you may want to start at the beginning - in the Introduction and Chapters 1 - 3 summary and move forward.  Please don't hesitate to post any questions or comments you may have.

CHAPTER TEN - A LOOK AT CONSUMER BEHAVIOR



As a subset of human psychology, consumer behavior is naturally also driven by the core needs to feel good, and to avoid feeling bad. Most of this is reflected in our creating relationships with brands that affirm our current identity and, even more importantly (and powerfully) that help to make us feel like our aspirational identity. Brands that affirm our identity make us feel good. Brands that actually can emotionally transform us into our aspirational identity make us feel the best about ourselves and therefore will command the greatest preference, loyalty, and…

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Posted by Michael B. Moore on April 3, 2014 at 9:30am

Bridging The Gaps, The Love of Marketing - 3



This is the third installment of chapter summaries of the upcoming book 'Bridging The Gaps, The Love of Marketing'.  If this is the first segment you've seen, the book presents a hypothesis about how and why consumers connect with brands.  As the argument is presented rather linearly, you may want to begin with the first post: Introduction and Chapters 1 - 3.  The summaries today dive into our deepest emotions and how they can act like drugs in impacting our behavior.

CHAPTER  SEVEN  - THE LOVE OF ADDICTION

 

While addictions are most frequently associated with unhealthy physical substances like nicotine, caffeine, drugs, and alcohol, they also apply equally to emotions. In fact, because we are universally drawn to recreate the feelings of love, acceptance, and happiness “imprinted” in infancy (bridging the emotional gap), people are probably even more prone to emotional dependencies than physical ones. In short, we become addicted to/dependent upon those things that/who make us happy. These emotional dependencies are precisely analogous to physical ones. Furthermore, in the same way that physical dependencies create highs and cravings, so also do emotional attachments. A “hit” of a drug creates a high, so does an emotional “hit” from someone or…

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Posted by Michael B. Moore on April 2, 2014 at 8:30am

Bridging The Gaps, The Love of Marketing - 2

This is the second collection of chapter summaries of my new book, 'Bridging The Gaps, The Love of Marketing'.  If you are have yet to see the first installment, you may want to go to the Intro and Chapters 1 - 3 page.  

Today, we dive into some of the more complex issues of human identity and emotions.  As these are summaries, they are, of course, intentionally edited down.  I've tried to retain as much of the meaning of each chapter, but some content may be lost in editing.  Please don't hesitate to post questions and comments!

As well, please remember that the following is a set of suppositions about consumer behavior.  Whether the hypothesis is literally correct in every detail is less important than whether you believe it provides a useful framework to think about how people operate so as to create more effective and efficient marketing.

 

CHAPTER FOUR - LOVE



‘Unconditional love’ is the most powerful form of positive stimulation that we can experience in life. It is the source of the strongest, “best”, and most unadulterated stream of happiness that we ever experience. We feel this when someone totally and without reservation – loves us, in the absence of any competing emotions from them. Unfortunately, unconditional love is in extremely short supply in our world. In fact, although the…

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Posted by Michael B. Moore on April 1, 2014 at 9:00am

Bridging The Gaps, The Love of Marketing - 1

I’ve recently completed writing a book that is tentatively entitled, “Bridging The Gaps, The Love of Marketing”.  It is designed for anyone who is in any way in the business of wanting to sell more to consumers.  The book offers a comprehensive hypothesis about consumer psychology - about why and how consumers connect with the products and brands in their lives. 

 

My thought with this project was to not create just ‘another marketing book’ full of catch-phrases and prefab jargon, but to really add something to the brand and consumer marketing worlds; to offer fresh, new thinking and to wrestle with some of the most profound questions that we face as marketers!  You’ll see some concepts that will immediately look familiar and make sense, others are profoundly different.  The book presents a new look at universal concepts like love, identity, and self-esteem.  In the end, it strives to present a deeply logical and linear argument about consumer behavior that marketers of all stripes can apply to their brand building efforts.

 

Over the course of the next few days, I will present chapter summaries here in roughly 1,500 word blog installments.  In this age of social media, I’d really love to generate some conversation about the ideas presented.  On Twitter I’ll try to focus interaction via the #embrand (emotional brand) hashtag.  

Please share this with any friends and colleagues who you think would appreciate it.  Feel free to leave questions here and I look forward to discussing this with you.  Please come back each day to…

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Posted by Michael B. Moore on March 31, 2014 at 10:30am

The AMA Gets "Brand" Wrong

“Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”



American Marketing Association



I just read a blog that included the above definition from the American Marketing Association.  (Although I couldn't find the quote on their website, it is widely attributed to them.)  Honestly, I was quite surprised by their ‘take’ on the word.   Respectfully, it seems remarkably out of touch with current thinking.  Not that there isn't a wide variety of perspective on just about everything in our industry, it's just that one would think that the American Marketing Association would offer a more contemporary view.  This feels like its out of the 1950's, before marketers understood the power and role that emotion plays in crafting the brand experience.

For context, in describing themselves, the AMA says:



“As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics. We are counted on as the most credible marketing resource where our members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections.”

If the definition is their's and in the appropriate context, then this makes their description of perhaps the most fundamental concept of marketing…

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Posted by Michael B. Moore on March 20, 2014 at 12:30pm

 
 
 

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