Poker Case Study
Highlights:
- The best brands are completely customer obsessed.
- Always start your brand with how the customer wants to feel about himself.
What’s the purpose of a brand? To show customers that your company is a friend. That you share their values and priorities. But unfortunately, most branding plans don’t start with the customer. They start with product. Like an auto repair store that promises the basic services of…auto repair.
…And they crow about doing the standard things that ALL auto repair companies do. But most of us don’t care that much about car repair. What we care a lot about… is ourselves. The best brands are completely customer obsessed. They start by putting their own product on the shelf. Then, they deliver a brand with one purpose – to build the customer’s ego.
The Full Tilt Poker web site didn’t build its brand on poker. It built its brand on how poker players want to feel about themselves – arrogant and smart. Only the brilliant and bold are good enough to sit at this table.
They built a brand of arrogance, then let the product, a poker web site, demonstrate that brand. Now compare the last ad with this online poker ad.
That’s an ad that’s built on poker. It ignores the more powerful motivator of poker player egos. So remember, great brands are built on a foundation of ego. Always start your brand with how the customer wants to feel about himself.
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