MARKETING /BOOK SUMMARY 281
Affinity: Beyond
Branding
·
Summary written by: Carol-Ann
Hamilton
“You
need to communicate the promise, not just to make the sale. You need more
values in the promise to make the brand successful.”
Affinity, page
51
In Affinity: Beyond Branding, Martin Goldfarb
and Howard Aster share their wealth of experience observing and understanding
consumer behaviour via a fascinating mix of market research and social
anthropology. Through their unique ability to tap into underlying
cultural values, we intriguingly learn to unlock the secrets behind
hugely-successful brands.
While many corporations strive to constantly re-create
their image, branding “stars” attach themselves to consumers and propagate
memorable values. The end result is that people want to hear their
stories repeatedly – plus return to those products year after year.
Golden Egg
Affinity Trumps Branding
“You need to think differently in order to do
things differently.”
Affinity, page 62
As defined by the authors, affinity is about
feelings and bonding… a “magic” that forms the epoxy between buyers and
products (as well as politicians, given Goldfarb’s long-running stint
as official Liberal pollster from 1973-1992). Think “chemistry”.
Branding, on the other hand, is a deliberate set of
strategies to create recognition. It consists of numerous elements –
management, image, identity, personality, and promise. The only thing
is, brands come and go.
Solely – affinity keeps relationships tight, lasting, and
enduring. It’s the charisma of marketplace dominance; a force of
attraction.
GEM #1
Get Really Good at Story-Telling
“Story-telling creates indelible
memories…that is why stories endure.”
Affinity, page 21
Advertising is story-telling in a dramatic, concise
fashion. An eloquent expression captures the
essence: “Advertising is the poetry of our times.” People
reveal themselves in their tales; they reflect society’s values. In turn,
stories tend to be told by means of advertising.
Another clue to understanding culture derives from
studying its artifacts. More than objects, they embody dreams. They
bring meaning, satisfaction, and self-definition. Humans absorb their
power and character.
Evidence the story and “totem” of Wonderbra.
Searching for novel ways to conceptualize “foundation garments”, late-1960’s
San Francisco interviews in hotbed topless bars birthed a new signature brand
called “Dicey”. A risky proposition, the sheer bra packaged in a
cube captured an evolving culture.
What Wonderbra learned (and the best story-tellers know)
is that listening to people is key. The market researcher’s
art is to discern not only what’s being said but also to interpret the drivers
beneath what YOU think, what YOU see, how YOU perceive your conditions…
Like a children’s legend endlessly requested, the iconic message (supported by
commercials and advertising) of “We care about the shape you’re
in” endured for two decades and even today remains embedded in many a
long-term memory.
GEM #2
Learn From the Best
“You cannot be an agent of change unless you
are willing to change.”
Affinity, page 17
Citing an example men and women can
relate to – diamonds – DeBeers built upon pioneering work
crafted by the Ayers Agency in 1933 defining, “diamonds are forever”.
1987 study results proposed associating the anthropological concept of a
“potlatch” with diamonds, whereby the gem became central to at least four
life-stages celebrated. A public display of wealth became tied to
occasions like the 16th birthday, engagement, marriage,
ten-year anniversary and 50th birthday. The stories woven
were emotional – and resulted in the phenomenal success of more diamonds sold!
Whether it’s Apple delivering a
succession of innovative products (iPhone, iPad) that appeal to customers’
sensibilities and intuitions by helping them feel part of an exclusive
community (even tribe)…or a hallmark of a truck brand that has survived since
1979 in the form of “Built Ford Tough”…or Petro-Canada taking
advantage of Canadian nationalism at the height of the 1973 oil crisis and becoming
a galvanizing sponsor of the 1988 Calgary Olympics…there’s a story here for
everyone!
And that’s the beauty of this volume.
Affinity extends
beyond branding because it involves “stepping out of the ordinary” into the
next stage of consumer awareness and thus pushes the frontiers of global
consumer consciousness.
It captures the value structure of a time, transforms
product lines, creates leadership and followers, alters behavior, and redefines
an aspect of our culture.
More than once throughout, marketing is described
as a force for changing society. Never thought of it that way! What
an inspiring big picture!
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