Trust, loyalty, and the fairly new concept of brand attachment are coveted but nebulous marketing concepts. Neuroeconomics, neuroscience, and neuromarketing are all offering us insights into how trust works (from brain chemicals like oxytocin and its effects on advertising, to evolutionary theories as to why we need trust), and how to then design marketing messages, products, services to be optimized for trust, loyalty and brand attachment.
But hang on. Can we really construct trust? In fact, trust, the precursor to brand loyalty and deep brand attachment, can be in direct opposition to the bottom line — profit. Does a corporation employ sweat shops in order to pass on savings to low income customers? Will the customers’ wallets (and therefore ability to meet basic survival needs) trump their social morals? What happens when the economy shifts?
What is a CEO or business owner to do? How do they ensure profits while building genuine trust and brand attachment with their consumers? How do they manage the inherent conflicts that can arise between the two? How do they not fall into the trap of building trust like a house of cards than can be destroyed easily?
Or how about the business or non-profit that is genuine from top to bottom and gets the willies just thinking about tweaking marketing to optimize on trust opportunities? Is it possible have genuine concern for your customers and use “manipulative” marketing techniques? (hint: the answer is in perception)
That’s what we’re going to discuss on tonight’s neuromarketing tweetchat.
Join us on Twitter at 7PM ET and follow the hashtag #nmchat to participate.