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What are Behavioral Brands?
How to evaluated BBs in comparison to non-BBs?
Why is it important to focus on BBs in the future?
Just ask yourself, what is a new quality you have not had before? What are new behaviors that make your life better? Behavior as new brand value.
Has a brand fundamentally
transformed your life to the
point that it feels indispensable?
transformed your life to the
point that it feels indispensable?
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Would you miss it if it disappeared?
If your answer is yes, then that brand qualifies as a behavioral brand.
Would you miss it if it disappeared?
If your answer is yes, then that brand qualifies as a behavioral brand.
Creating value through behaviors
and actions fosters meaningful
experiences, engagement, and
relationships with customers.
and actions fosters meaningful
experiences, engagement, and
relationships with customers.
______
For customers, these values are reflected in the behavioral impact brands have on their quality of life + For businesses, these behavioral values translate into higher monetization and increased effectiveness.
What defines the behavior
of behavioral brands?
of behavioral brands?
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These are the key characteristics that set BBs apart in the market: their ability to build indispensable relationships at scale.
Relationship economy. BBs aim to build genuine, human-like relationships with their customers, prioritizing the quality of the relationship over mere economic transactions + BBs influence by prioritizing an understanding of their customers' needs and concerns, focusing on psychological processes rather than traditional business logic + BBs are useful and provide genuine service, utility, and value to their customers' lives, measured by the new behaviors they inspire and the reliable outcomes they deliver.
Competitive insulation. BBs live and act on their behavioral values, establishing a strong, distinctive identity that is difficult for competitors to replicate. They prioritize understanding and addressing their customers' needs and concerns, fostering deeper connections and loyalty + Understanding consumers at a psychological level enables more targeted and persuasive marketing efforts. This approach creates messages and campaigns that resonate with emotions and cognitive biases, ultimately driving reliable outcomes.
Enhanced expectations. BBs design products, services, and marketing strategies that align with customers' survival needs and decision-making patterns, leading to higher engagement, satisfaction and experiences + Future-focused, BBs helps identify and mitigate risks associated with decision-making, particularly in situations of uncertainty.
Examples
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ChatGPT. Unlike Google, the relationship is deeply human. It's a personal assistant. It sparked a new relationship, igniting behaviors related to status, safety, progress, connection, and curiosity.
AirBnB. Unlike hotels, is a platform for the shared economy. Scaling new behavioral values at global level. New behavior of relating to strangers with trust and empathy using social norms and social proof to drive brand. Nomadic global living.
AirBnB. Unlike hotels, is a platform for the shared economy. Scaling new behavioral values at global level. New behavior of relating to strangers with trust and empathy using social norms and social proof to drive brand. Nomadic global living.
Abstract
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Behavioral brands create value through their actions, fostering indispensable relationships and engagement with customers. In the eyes of customers, this represents a shift from transactional interactions to genuine, indispensable relationships with businesses. Beyond being useful, engaging, and authentic, behavioral brands create competitive insulation in a fragmented, content-saturated market.
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