The Two Most Powerful Forces in Marketing
Newness
and nostalgia.
Could
there be more powerful forces in marketing?* And yet they’re polar opposites.
One says,
“I’m undefined, different, and exciting. Check me out.”
The other
says, “Remember how great I used to make you feel?”
Both are
incredibly powerful. It’s quite the accomplishment to go from new to nostalgic.
That doesn’t happen by accident. It takes years and years of excellence to get
there.
The best
brands consistently use both newness and nostalgia to excel. It may seem like
an oxymoron, but I think of these forces every time I hear, “the all new
Chevrolet” or “new at Disney World.”
It’s a
slippery slope, though. Nobody asks, “what’s new at Marshall Fields?” any more.
For
established brands, successfully tapping into newness and nostalgia is perhaps
our biggest challenge and opportunity as marketers. How will you take advantage
of both?
There’s never a lack of ideas.
*”Free”
is, of course, even more powerful than both. But free is easy. Free doesn’t
last. Any brand can do “free.”
Image source: Wikimedia Commons.
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