When no-one believes what they’re told, how do they decide what to buy? We live in the age of ‘post-truth’. No longer accepting what we are told via the media, nor trusting the marketing messages aimed at us by big companies, we all now look elsewhere for opinions, attitudes and reassurances on which to base…
When no-one believes what they’re told, how do they decide what to buy?
We live in the age of ‘post-truth’.
No longer accepting what we are told via the media, nor trusting the marketing messages aimed at us by big companies, we all now look elsewhere for opinions, attitudes and reassurances on which to base our choices.
But where do we turn?
The power of Groups
For huge numbers of people, the answer is to their ‘Group’. A selection specific to each of us, Groups are the associations of people with whom we feel a special bond of identity and belonging.
In the terms that we, as marketers, think about Groups, they will generally have millions of members.
And, vitally, through the sense of belonging they impart, they will usually have collective consumption habits. Members will choose the same brands to both reinforce and flag up their identity.
For you as a marketer, Groups are today’s most influential and important tool to understand and around which to plan your activity.
Because if your brand can become a part of the ‘shared consumption’ of a Group, it’s fortunes will boom.
FIND OUT MORE
How Change Activators can help you unlock the power of Groups.
While your goals will be unique to your brand and markets, Groups are a universal social phenomenon influencing decision making. Whoever you are, we can help you use the potential of relevant Groups to connect meaningfully with your audiences.
GROW YOUR BRAND
Leverage existing Groups in society to provide new potency to your marketing.
Engage in individually relevant ways with multiple Groups interested in your brand.
Let the connective power of the right Groups transform a niche brand to a huge brand.
BUILD NEW BRANDS
Use the trends within society Groups to launch and accelerate new brands.
The book that changes your understanding of your audience.
In their eye-opening exposition of the power of society’s natural clusters, Change Activator’s founders, Dr Harun Yilmaz and Nilufar Sharipova, explain why Groups exert influence, and how their role is overtaking that of more traditional marketing tools.
Harun Yilmaz and Nilufar Sharipova. The inventors of Group Marketing.
Change Activators is led by its partners and lead consultants, Dr Harun Yilmaz and Nilufar Sharipova.
Harun and Nilufar are the inventors of the concept of Group Marketing,
Together, their work combines the discipline of leading edge academic research with experience and consumer understanding insight gained inside one of the world’s leading marketing organisations.
Let us show you what Group Marketing could add to your brand.
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