Brands with added zing*
*Zing
/ noun /
Character
Personality
Attitude
Bitter Lemon’s Social + Content Lead, Laura Sheen on the importance of personality in 2024 marketing….
“Gone are the days where generic, boring, one sizes fits all (not just clothes) marketing wins. Forbes predicts that brands who are able to hyper-personalise marketing will survive the competitive, ever-changing marketing industry.
Maslow’s hierarchy of needs states that creativity and intellectual needs are far more important for human psychological development and longer term satisfaction.
At the top of the hierarchy sits self-actualisation. Relating to a person’s potential, self-fulfilment, personal growth and peak performances.
In a world where we are consuming 24/7 and the physiological needs are the norm we must shift our thought process around marketing back to historic ways of influencing people’s thoughts.
Enter… storytelling.
Some of the earliest evidence of storytelling were found in Lascaux and Chavaux in France in the form of cave drawn depictions.
Fast forward to today, 30,000 years later and we are losing the meaning of storytelling.
Consumers are savvy and ‘the hard sell’ is no longer working in the marketing world.
We must go back to traditional storytelling and include the consumer, make them feel like they are part of our story.
In the age where social media is king we must return to the core message around why social media first evolved, to be social - with people all over the world.
2024 is about building social communities through storytelling.
These stories must have personality, character & that little bit of magic (not the Harry Potter kind).
Instead of the lonely picture of a beautiful coffee the consumer wants a raw and authentic video of the barista curating a cup of love, a video that instills the feeling you get when you’ve taken the first sip of your morning coffee. Or the feeling when you’ve chatted over coffee with an old friend or simply the feeling of calm and a moment of peace in our fast-paced world.
The brands who will win in 2024 will have that little bit of added Zing*
Interested to hear more? Come and have a go if you think you’re lemon enough.
