Crowbar Marketing

A shopper choosing dill pickles; an independent businessperson selecting a tax preparer; a young professional ready to buy a new car; a couple deciding on a private school for their child.  The decision criteria may vary; but a universal set of powerful core emotional drivers are at work in each.  For the brand marketer, the question in every instance is how to identify, to understand, and to satisfy those drivers, and through what combination of brand/customer contact points.

A transcendent brand substantially surpasses its competitors in surprising, delighting, or even captivating the consumer.  It offers new possibilities.  It is remarkable enough to resonate with one or more of a customer’s core emotional drivers.  In fact, it takes the customer closer than any other brand to an ideal “solution” in the broadest and most positive sense: in short, it locks in loyalty and precludes the need for the customer to seek out alternatives in that category.

Crowbar Marketing uses new principles of consumer behavior, including the impact of digital media and cross-cultural forces, to help companies define their brands, plan and execute customer/brand engagement strategies, and measure quantitative and qualitative returns.