Shobha Prasad on affiliation of human behaviour to consumers’ buying patterns and how firms can leverage this to create powerful brands
Commercial break, and the ads roll by. A woman romances a faucet in a steamy bathroom. A toothpaste brand is engaged in a hard battle against germs—man versus evil alien invaders. Next, “Sale of the Century” ad, enticing you to rush before stocks run out! Powerful commercials, drawing on passions such as lust, anger and greed. In fact, three of the seven deadly sins.
The thought arose rather dimly at first: are the deadly sins really primeval, powerful motivators?
Colleagues, clients and friends listened, thoughtfully stroked non-existent (or existent) beards and agreed. It was intuitive, and seemed to open up a new line of thinking. Thus began a study to see if this thought could lead to a fresh perspective on consumers and brands.