Sex sells? Think again… think of the perfect consumer

One of the best romanian bloggers in my opinion (Vivi) made a very interesting point in a post recently about the stories all around us. Yes, stories. As a marketing technique or tool the story seems to be the most efficient on the long term.

Take the proverbial step back and think about it. What is the profile of the ideal consumer?Or what profile should he have for a healthy growth and development of a company on the long term? A perfect consumer should simply love the product/service , he should be so passionate and “convinced” of the product that at some point will almost defy logic. He will defend the brand and promote the brand like a true brand manager , even though he doesn’t realize what he is actually doing.

Do such perfect consumers exist? Of course: they buy… no! they believe in Apple, Harley Davidson, Absolut etc. etc. etc. These brands tell their buyers a story that is told so good and with such constance that their consumers actually form a community which believes in a particular story, which lives that story and tells it further to their friends.

Now think of a good commercial, print or even magazine cover which you really liked or made you feel all mushy inside. I bet it told you a story. and I bet it told it very good. Did you think of that beer commercial with a can of the liquid in your hand and a bunch of 80% naked girls around you? I don’t think so.

Stories are the new/better sex.