What persuades us to do the things we do? Six things apparently…
- Authority - we defer to legitimate experts
- Consensus - people follow the lead of similar others
- Consistency - people align with their commitments (as long as they are voluntary, active and public)
- Scarcity - people want more of what they can have less of
- Liking - we prefer to say yes to those we know and like
- Reciprocity - the obligation to repay in kind
So, based on this we can define the perfect brand/business: it would be generally recognised and commonly accepted by consumers to be an expert and leader in an area that is really important to them which, despite being rather exclusive/expensive, would have a very open and engaging manner, with the result that people feel like being nice back.
Sorted. It’s easy really!!
(Thanks to Creative Generalist)
