This can be especially true of brands consumed in social circumstances. Personal identity and reference group influence come into greater play.
In this Guinness commercial our expectations tell us we are watching a group of guys go at each other in a rough and tumble game of basketball. The game captures our interest because of the unexpected intensity and skill of the wheelchair basketball players.
We are surprised when they all stand, and are momentarily left with feelings of being deceived.
But when we see one player still in his chair, we experience the influence of our own stereotypical thinking and realize the importance of character.
This commercial demonstrates the importance of core values and the role of character in building the strongest brand communities. Altruistic values, in particular, are the basis of long-term sustainable relationships between brands and their customers.
Copyright © 2013 by John Eighmey. All Rights Reserved.