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    Exclusivity – Being truly unique (4Es)

    A Nielsen study suggests that the majority of customers only recall two of the countless advertising messages we are exposed to daily. No wonder. By the age of 65, the average consumer will have seen more than 2 Million TV commercials (that equals eight hours advertising a day, seven days a week, six years in a row). Thus, an authentic and consistent brand identity is crucial for brands striving to stand out and reach through the media clutter.

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    To differentiate from competitors, brands need to create and care for their identities, also referred to as brand personalities. However, a brand can’t just tell their audience what it is and stands for, and make that the common truth. A brand personality is the outcome of what customers experience from the brand. Just as with human personalities, brand personalities are affected by everything that is associated with the brand. This makes it more important than ever for a brand to act the way it wants to be perceived. Only an authentic and consistent brand personality will make a sustainable point of differentiation, and stand out as genuine and unique, being the natural brand of choice. It’s about ‘owning’ an exclusive position in the consciousness of the customers.

    Above you find one of McDonald’s many ‘i’m lovin’ it‘ commercials. The campaign was launched in Germany in 2003, under the title ‘ich liebe es‘, then spread globally. A consistent use of the slogan, the golden arches, as well as a uniform interior and menu, has successfully made many instinctively think of McDonald’s as the preferable hamburger brand.

    In previous posts you can read about the philosophy of the four Es, emotions, experiences and engagement. In the posts to follow, we will provide you with case studies of brands working successfully with the four Es, as well as a rundown of the marketing model.

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