Why a strong brand is critical to sucess.
Using an example, we have two very similar CRM programs that do the same things and have virtually the same ranking. The first of the two to market was ZOHO, they are less expensive, and according to many, they are more intuitive and easier to use. However, ZOHO’s value is SIGNIFICANTLY lower than that of Salesforce.
Why is this? It comes down to one simple concept BRANDING, which follows some very simple truths.
- It does not matter if your business is B2B or B2C, your consumers or customers are people.Whether people recognize it, or not, their decisions are swayed by emotions.
- Whether people recognize it, or not, their decisions are swayed by emotions.
- Strong brands connect through emotions, telling stories that appeal to the heart and let the heart seduce the mind.
- Identifying the right emotion and media vehicle to reach your target relies on a deep understanding of them; their wants, desires, motivations, media habits, etc.
The success of Salesforce, with a value of $55 billion (100 times higher than that of ZOHO), can be attributed to recognizing these truths. Saleforce connects with their customers on a personal level, they leverage emotionally driven stores to influence their decisions. Salesforce does not just sell a product, they sell success and have an entire internal team dedicated to telling stories, and weaving narratives around their clients' key motivation, success.