No one ever owns the minds of even their most loyal voters
Marketoonist Tom Fishburne adds the following commentary to his own work: It’s common for marketers to exaggerate the importance of their brands in consumers’ lives. Brand positioning statements are often written as if consumers constantly think and obsess about the brand. Social media from brands can make it sound like every consumer is a cult follower. In reality, even “brand loyalists” have complex lives completely separate from our brands. Brands can play important roles, but we should be careful not …