Friday, May 10, 2013

Introducing Empathic Marketing.

Yesterday at Chapman University's Internet Communications Program I shared my approach to Empathic Marketing, the integrated marketing model I developed from a simple, human observation:  What's true in life is true in marketing.

Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.  

Forces such as empathy, experiences, endorsement and energy help shape our real life relationships.  Think about the people with whom you enjoy your most lasting relationships.  It’s likely those individuals who “get you” because you share the same values, sense of style, point of view or sense of humor; these same people are likely those with whom you've enjoyed truly memorable experiences; they are likely the people you trust most because their reputation is consistent; people who always seem to be up to something new and interesting.

What’s true in life is true in marketing.

These 4Es of real relationships –  empathyexperiencesendorsement and energy – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.



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