Brand and Anthropomorphic Marketing

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Presentation transcript:

Brand and Anthropomorphic Marketing Stephan Dahl

How Communication has Evolved Hard sell Soft sell Anthropomorphic Marketing Brands/Products as social actors Brands as humans

Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Down to earth down to earth family oriented small-town Honest honest sincere real Wholesome wholesome original Cheerful cheerful sentimental friendly Daring daring trendy exciting Spirited spirited cool young Imaginative imaginative unique Up to date up to date independent contemporary Reliable reliable hard working secure Intelligent intelligent technical corporate Successful successful leader confident Upper class upper class glamorous good looking Charming charming feminine smooth Outdoorsy outdoorsy masculine Western Tough tough rugged Recognises ‘human nature’ of brands – but traditional media made interaction difficult

Anthropomorphic Marketing Brand Personality Consumer Relationships Anthropomorphic Marketing = Brand as Social Actor

Anthropomorphism Related Terms

ELM: Elaboration Likelihood Model Exposure to message High involvement with product, message or decision Low involvement with product, message or decision Limited attention focused on peripheral, non-product features and feelings Strong attention focused on central, product-related features and factual information Persuasion generally alters product beliefs, which influence brand attitude which influences purchase intention Persuasion operates through classical conditioning. Affect change, attitude towards the ad, and non-conscious belief changes led to a behavioural and attitude change Conscious thoughts about product attributes and use outcomes; considerable elaborative activities Low or non-conscious information processing; few or no elaborative activities ELM: Elaboration Likelihood Model