Wednesday, November 23, 2011

Altruistic Behavior

As I have argued previously, and in my 2006 journal article, altruistic motivations are the strongest basis for sustainable relationships.

The importance of altruistic motives is clearly seen in social relationships, yet altruistic behavior is not commonly recognized when it comes to commercial relationships in the marketplace.

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At first, this new John Lewis commercial from the UK seems to be all about the youth and his ardent anticipation of Christmas Day.

We think we understand his motivation, and are surprised to learn he was driven by the motivation to give rather than receive.

This commercial has redefined what holiday advertising can be. In what has become the season of hype, John Lewis has given us all an endearing gift.

Copyright © 2011 by John Eighmey. All Rights Reserved.

Thursday, November 10, 2011

The Benefits of Attributes

Product attributes are valuable insofar as they relate to benefits.

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Here, the problem-solution format is employed to position a brand as a counterpoise to designer brands in the same product category.

Simplicity is offered as a solution to frivolous charm.

Copyright © 2011 by John Eighmey. All Rights Reserved.