I was just reading Marc Mathieu (SVP Marketing at Unilever) interview to Marketing Week when I stumbled across this sentence - "to do marketing for people who are human beings first and foremost and not just consumers." And I strongly agree with this statement - actually, I agree so strongly with it that I had intended to right a post about it (I was just waiting for the right occasion).
Human beings are complex. We are never straightforward and out thinking and feeling processes are far from being simple, involving contradictions, past memories, senses, rationalisations,... When a brand tries to engage a person as a consumer, it moves on those shady waters that talk not only about the message of that brand, but actually about all the memories that might be associated with the brand, product, people involved... If a marketeer is not carefull to understand of all those contradictions and complexity, the brand message might not come across.
My motto on this is always the same. Treat consumers with the respect you would like to be treated - it is the only first step for having people who will actually admire and buy your brand.
http://www.marketingweek.co.uk/analysis/qa-marc-mathieu-senior-vice-president-of-marketing-unilever/3033003.article
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