Ego is a huge issue for human beings. Many, if not most of the ills of society can be linked back to ego. This is not different in marketing - where leveraging the customers ego can be benefitial, but allowing your own ego to cloud your judgement is almost always a problem. Despite what your ego tells you, your intuition is of limited value in strategic planning - because more often than not, it is wrong. I know your ego is telling you otherwise right now - but that simply confirms the dangers of ego.

1. Leverage ego –
just not your
own!

9. An emotional connection; going beyond features, advantages,
and benefits.
Friends and colleagues to reinforce the ego message – and,
therefore, the purchase.
A decreased reliance on product development and
innovation.

11. THE INSIGHTS
1. Avoid traditional ego-marketing - consumers are not
interested in you – they are interested in themselves.
2. Embrace and leverage more contemporary ego-marketing
where it is the consumers ego that is the focus.
3. If product branding will not work for you – try ego
branding.

12. QUESTIONS TO PONDER
1. Why would customers be interested in you when you are
not interested in them?
2. How would you describe your branding strategy – ego-
branding or product branding?
3. What drivers of consumer behaviour do you think are
more powerful than ego?

13. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com