as my norwegian aunt might have said

You are currently browsing articles tagged as my norwegian aunt might have said.

Gratitude.

“According to several studies, showing or simply feeling gratitude has mental health benefits, including promoting a happy frame of mind.”  

The New York Times, Of Interest column, 4/12/2018.

As I think about all the brand strategies I’ve written, I’m hard pressed to come up with a claim and proof array that ties to gratitude. For most brands, gratitude is a tactic used when business is exceptionally good or, conversely, when a market mistake occurs.  Brands, traditionally, don’t do gratitude well.

Some brands, offer to donate a portion of sales to a cause to show consumer concern.  It’s a tactic. Patagonia is cause-based brand, bless their hearts, but not necessarily a gratitude-based brand. When Amazon created Prime, allowing consumers free shipping for one low price, that’s gratitude, but a tactic. When Costco takes back product with nary a question, it’s gratitude. Again, I believe it’s a marketing tactic not a brand plank. That said, I promise to dig a little deeper.  I the meantime, brand owners and brand planners, as my Norwegian aunt might have said “Tink about gratitude in your brand strategies.”

Peace.

 

Tags: , , , , , , , , ,