Have you ever thought of your customers as an “insurgency” that needs to be fought and overcome? Or are your customers people who can be taught to love your brand?
In marketing, the goal is always “more” something: More sales, more awareness, more attention, more engagement. I’d imagine marketers who prefer love and attraction to their brands think there’s infinite room to expand their markets, while the practitioners of marketing-as-war view it as a zero-sum game.
I look at these contrasting marketing approaches in my latest column for Talent Zoo. Please give it a look.