More terrific insight from Seth Godin….
Seth Godin’s Blog
That’s what it said on the side of the semi roaring down the highway.
Does America even have a favorite mushroom? As in, “no, I don’t want those mushrooms on my pizza… they’re not my favorite brand.”
Empty slogans, carefully constructed brags, assertions that don’t matter—this is not effective marketing.
There’s no question that people respond to safety and mass acceptance. The #1 seller often stays number one merely because it’s already number one. But no, you don’t need to add emotion when there is none, because to do so, you often have to sacrifice trust.