The Psychology of Belonging: Why People Become Brand Fans

Too many marketers are not aware that every decision that a customer makes consists of complex emotions. One such emotion, that of belonging, is the very reason your brand needs to develop its "why statement." To understand the complex psychology of belonging, or purpose, let's look at a simple example of that idea in practice. Here's one from the sporting world.Read the full article

  • Guitar Center Turns Video of Metallica's James Hetfield Into an Ad - 2 readers - A new Guitar Center ad featuring Metallica's James Hetfield wasn't meant to be an ad at all. The 30-second execution was cut from a longer video that the retailer filmed to accompany a cover story about Metallica in Guitar Center's catalog, said Dustin Hinz, vp of brand experience and entertainment marketing.