Distilling the marketing game to its core essence

We recently saw a whiteboard presentation at Tom Asacker’s web site
that’s definitely worth a look. Here’s a link to his presentation. He expresses a distinct point of view on what marketers should be doing to build their brands.

We agree with his basic premise: consumers relate to brands based on an expected feeling they get when engaged with a relevant product or service. So the question we communicators are always wrestling with is what feeling are we attempting to convey? This is usually the big strategic question we tackle at the front end of any client engagement. Asacker has a novel way of describing how this emotional linkage is built:

“We create them (feelings) by making people’s lives simpler, more convenient, less risky, more fun, less boring, more productive, more informed, more connected, more fashionable, more successful, more alive…”

Can you build on his list?

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