Comments on: Hope is currency http://xonmarketing.com/2009/04/19/hope-is-currency/ Understand how Marketing & Advertising are controlling you, and learn how to control others. Fri, 26 Mar 2010 17:37:07 +0000 hourly 1 http://wordpress.com/ By: Advertising Civics… « X on Marketing http://xonmarketing.com/2009/04/19/hope-is-currency/#comment-171 Advertising Civics… « X on Marketing Fri, 08 May 2009 18:30:36 +0000 http://xonmarketing.com/?p=298#comment-171 [...] unwanted, unsold, and I ponder as to the reasoning why they cannot be used to lift up our nation. Hope IS currency. It cannot be put into your spreadsheets. It will definitely not inspire your financial [...] [...] unwanted, unsold, and I ponder as to the reasoning why they cannot be used to lift up our nation. Hope IS currency. It cannot be put into your spreadsheets. It will definitely not inspire your financial [...]

]]> By: David Lynn http://xonmarketing.com/2009/04/19/hope-is-currency/#comment-122 David Lynn Mon, 27 Apr 2009 14:56:34 +0000 http://xonmarketing.com/?p=298#comment-122 Is it truly a realistic goal of a brand to be in the business of fulfilling their customer's hope? Branding = hope? I thought affiliating with a brand = conformity? While the act of choosing to affiliate, or align, with a brand may give someone a temporary "sense" of hope, that sense may certainly prove to be much more temporary than long lasting, much less being "true" (true = true = consistency over time). Satisfaction with any brand (that isn't "true") will only wane over time and ends with significant dissatisfaction by the consumer with that very brand. Consumers who look to a brand for true fulfillment of hope in their lives are only bound to be disappointed and any brand that sets itself up to attempt to deliver on their customer's "hope" (hope as currency?) is destined to be known as a failure. Is it truly a realistic goal of a brand to be in the business of fulfilling their customer’s hope?

Branding = hope? I thought affiliating with a brand = conformity?

While the act of choosing to affiliate, or align, with a brand may give someone a temporary “sense” of hope, that sense may certainly prove to be much more temporary than long lasting, much less being “true” (true = true = consistency over time). Satisfaction with any brand (that isn’t “true”) will only wane over time and ends with significant dissatisfaction by the consumer with that very brand.

Consumers who look to a brand for true fulfillment of hope in their lives are only bound to be disappointed and any brand that sets itself up to attempt to deliver on their customer’s “hope” (hope as currency?) is destined to be known as a failure.

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