The 5 Levels of Marketing
1. Selling a Product:
– Basic level and the lowest level of marketing, just describing what the product is.
– Example: “We are a Healthcare CRM using AI.”
– Not compelling because people care more about their needs, not just the product itself.
2. Selling a Solution:
– Addressing a specific problem the product solves.
– Example: “Head & Shoulders eliminates dandruff.”
– Effective but highly competitive.
3. Selling a Lifestyle:
– Connecting the product to an aspirational lifestyle.
– Example: Lululemon promotes the joy and benefits of yoga, making people want to be part of the yoga lifestyle.
– People buy into the lifestyle and then the product.
4. Selling a Feeling:
– Creating emotional experiences and memorable moments.
– Example: Disney promotes magical family experiences and UFC delivers intense, unforgettable moments.
– It’s about the emotions and experiences the brand provides.
5. Selling an Identity:
– The highest level, where the brand becomes part of the customer’s identity.
– Example: Political parties, religions, or even franchises like Subway.
– Provides a sense of belonging, purpose, and community.
Each level builds on the previous one, making the brand more impactful and deeply connected to the customer.
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