The Transformational Consumer

CHAPTER SEVENRethink Your Marketing

Omnia vincit amor. (Love conquers all.)

—VIRGIL, APPROXIMATELY 37 BC

TRANSFORMATIONAL TAKEAWAYS

1. Transformational marketing is not stories about your brand.

2. Transformational marketing is high-value content about your customers and for their journeys.

3. Follow undying principles of human motivation and content to build brand love and engage your customers with content.

Hark back, if you will, to the very first words of this book. They were written in 1759 by the cultural critic Samuel Johnson. I imagine that shortly after he wrote that most advertising is ignored, the creative director from his ad agency rang him up. “The problem,” the creative director would have said, with eyes intent through his retro-futuristically ...