Back in the ’70s, research revealed something very interesting about entrepreneurs: They regarded the businesses they founded as children of theirs – often as realer and more loved children than their flesh-and-blood ones. So when consumers don’t see a business’ products or services with the same degree of wonderfulness as the business’ founders do, that’s like someone telling them their baby’s ugly. Literally.
My baby? Ugly?
And because the business owner knows deep down inside that the baby can’t be ugly, it’s obviously the audience’s fault, and their misperception needs to be corrected with education. In other words, if the product’s no good, infantilize your audience by talking (down) to them as if they were ignorant children.
This kind of “marketing message” is the sure sign of a failing brand – one that can’t make it in the marketplace on the merits of its own features and benefits. And we’re seeing it big-time in a number of arenas. Read more →