Somewhere beyond features, functions and benefits is the potential to elicit an emotional bond, writes Robert Wheatley*. Discussing brand positioning, his article examines the importance of occupying a space in the consumers’ minds. He refers to the brain’s Limbic system and the role of emotion in decision making and asserts the importance of an emotional bond that can support a lifetime of shared memories and companionship.
An Innovative Veterinary Care article <Link> contends that veterinarians who focus on trust-building strategies position themselves to develop lasting relationships with clients. By prioritizing transparency, empathetic communication, and effective management of adverse events, veterinary practices can thrive in a competitive market. Trust and confidence are key elements in the veterinary-client-patient relationship.
Source: Pet Age, February 2025. Link.
The real battle for market share, sales velocity and sustainable business results resides in the six inches of grey matter between the ears of your brand’s core and prospective customer base. The challenge is how to secure and own mental real estate.” – Robert Wheatley
Also see: The Farmer’s Dog: Forever 2023 Super Bowl Commercial, YouTube. Link.
INSIGHTS: The value of follow-up calls is often referenced <Link>. These communications are especially enhanced when the client is introduced to the individual(s) who will make the follow-up contact.
*Robert Wheatley is CEO of Emergent – The Healthy Living Agency, a marketing and communications company with expertise in translating consumer insight to pet food brand building.
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