The customer is on their own hero's journey. Brian Roemmele explains what brands need to do to build longterm successful customer relationships. Every brand has an emotional connection to the people who use their products. But some covet it better than others. Brian and I discussed brand narratives and personas, touching on archetypes and Carl Jung, and even the neurochemistry of purchases and loyalty. My favorite part of the conversation is when Brian explained why the female voice is hardcoded to be perceived as authoritative.
All products, companies, and brands are a relationship with their consumer. They have defining points as any human relationship does
Show notes: beetlemoment.com/podcast episode 53
TIMESTAMPS:02:00 How do we build a relationship in which our customer is the hero? (e.g. Storybrand framework)
02:53 All products, companies, and brands are a relationship with their consumer.
03:20 Every purchase is an emotional purchase - neuropeptides
04:00 Every brand has an emotional connection to the people who use their products. Some covet it better than others. This means a narrative is being spun overtly or covertly all the time. See Apple.
07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this
08:15 Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.
08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer.
09:00 The human agenda is connection
09:55 A voice comes from a person - it’s not a thing - it has a persona
10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism
11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work
12:05 You need to assign a Jungian or Myers Briggs archetype to your brand
12:30 Your customer is on their own hero’s journey
14:15 The voice of authority is and always will be a female.
16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches
20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans
20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine)
21:15 Brand expression is to attract members of a desired tribe
22:20 When we build voice brands
Connect with Brian Roemmele:
Twitter | LinkedIn
Connect with Emily Binder:
emilybinder.com | Twitter | LinkedIn
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