A powerful approach to consumer insights that fuels brand growth

In the marketing tradition we all work in today, we look for consumer problems to solve, pain points to alleviate or barriers to our brand to overcome. Given our standard of living and the over saturated marketplace, these "problems" are becoming smaller and less significant than they were when marketing was developing (post World War II).  To compensate, we ladder brand benefits up to risible levels (snack chips helping solve world peace). Now, there's a more powerful way to look for growth-inspiring consumer insights. Applying the concepts of Positive Psychology to consumer insights shows wide open innovation and growth opportunities for brands.  As our world gets more complex, consumers are gravitating towards brands with a clear purpose that is linked to helping them live more positive and flourishing lives.    I'll be sharing more of this thinking and how to apply it at my next webinar, "Flourishing Brands," on Wednesday, June 20th, at 3 PM CST. Please forward to people you think could benefit from learning a new, more powerful way to find and articulate insights that can power growth.    Email Alexis Oddson to sign up.

How create a flourishing brand

The new theory of Positive Psychology provides some clues on how to develop a flourishing brand and business.


Positive Psychology has expanded the traditional purview of psychology:  from narrowly focusing on a deficit mentality (i.e., how to solve the problems of the mentally ill) to supporting human flourishing.


In today's traditional marketing mindset, we expect our businesses to grow by solving the problems of our consumers. I believe that this mindset or bias only shows half of the opportunities for growth.


Flourishing, iconic brands that most of us envy help their consumers flourish.


Let me back up.


Flourishing is a construct that is made up of five elements.  Each element is pursued by human beings for its own sake.  Here's my understanding of what they are:

1. Pleasure or enjoyable experiences
2. Accomplishment
3. Positive relationships
4. Inner-directed motivations:
• Being in the zone
• Being engaged in an endeavor that is meaningful (i.e., serving something larger than yourself)

Iconic brands (iPhone, Zappos, Southwest Airlines) help their customers flourish by supporting their endeavors in all of these dimensions.  Let's take Apple for a primary example.

First, their iPhones are an absolute pleasure to use.  They are beautiful objects, the packaging is even gorgeous as well as the chargers, screens, corners, etc.  And, the iPhone connects its users to their entertainment of choice: music, videos, movies, shows, photos.

Second, iPhones help users accomplish so much, particularly with Siri reminding you to take the meet out of the freezer, helping you find the closest gas station, etc.

Third, they foment positive relationships with the easy access to phoning, texting, Facebook, etc.

Four, they are so easy to use and intuitive that the technology does not disrupt the user's flow. 

And last, the iPhone user is engaged in a community of hip, creative, digerati.  

How many of these dimensions of human flourishing does your brand support?  My experience is that looking to advance consumers' strengths and their positive experience in life or at the breakfast table shines a light on brand new marketing and product development opportunities.

I'll be sharing more of this thinking and how to apply it at my next webinar, "Flourishing Brands," on Wednesday, June 20th, at 3 PM CST.

Email alexis.oddson@energyinfuser.com to sign up.