Brands have to convey that they are warm and efficient at the same time to succeed You can no longer connect with consumers by positioning yourself in only one of the two elements Tags marketing image strategy position read usa phone list favorites 0 ads healthfestival.com Health Festival Salud Festival celebrates its 5th Anniversary, it is part of the most important birthday of advertising usa phone list health. How should a brand be to reach consumers? What image should work in these times to connect with the audience and convince them that they are the best option, the one they should want or the one that prevails over the competition? These questions have become the subject and material of analyses, studies and research by researchers, specialists and marketers who want - and need - to understand what drives today's consumers and what they must therefore do to reach them.
In recent times, emotions have been imposed as a key element and as an exchange value that drives brands, but in reality the position that brands must adopt is much more complex than simply pulling on the already very usa phone list emotions . That is what has just been shown by research carried out by experts from a German university and which usa phone list just been published in the Journal of Advertising Research (JAR). Brands have to be able to balance warmth and competence in their usa phone list and in what they convey to consumers. They must therefore be warm and close to the time that it must be clear that they know what they are doing. This is important because these two elements, the researchers point out, are what people generally use as a scale to make their judgments. As the researchers point out, when perceiving both people and brands, people use these two elements as a guide.
"Warm brands are those that are trusted to be sensitive to consumer needs and competent brands are those that can be trusted to be trusted to cover what is needed," they point out in the study's conclusions. Some are in charge of that usa phone list part in constant growth and others of giving what has to be offered in a specific way. One generates feelings, empathy and connections and another does the work. neither one nor the other, both But, in addition, and this is the most usa phone list part of the study, one value does not necessarily cancel the other. In other words, although those responsible for brands often think that they have to stay with one thing or another and focus on being useful or being close, they do not have to do it and they do not have to limit themselves.