Can Brand Value Overpower Fear-Based Marketing?

[Bipasha Matin]

Last year, we featured a piece on Branding Strategy Insider called FEAR: The Ultimate Brand Builder? In which we explored the ways fear and scarcity are used to motivate and persuade consumers to take action, and ideas to harness such a powerful motivation without having to rely on it. As Ted-talk phenom and author Brene Brown observed, "We live in a culture with a strong sense of scarcity. We wake up in the morning and we say, 'I didn't get enough sleep.' And we hit the pillow saying, 'I didn't get enough done.' We're never thin enough, extraordinary enough or good enough – until we decide that we are. For me, the opposite of scarcity is not abundance. It's enough. I'm enough. My kids are enough."

Source: https://www.brandingstrategyinsider.com/2018/11/can-brand-value-overpower-fear-based-marketing.html#.W-F9ltszbcc

[tokiyeasir]

Informed

[murshida]

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[murshida]

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