Quick Summary: Read about the five levels in the Marketing Chain of Being, and the three laws that govern how brands move between them.
In an earlier post, I had written that, like the Renaissance Chain of Being, there is also a Marketing Chain of Being.
In this post, I’ll explain the five levels in the Marketing Chain of Being, and the three laws that govern how brands move between them.
There are five levels in the Marketing Chain of Being –
1. Commodity Hell, in which brands basically focus on price and channel promotions to sell more (think groceries).
2. Differentiation, in which brands highlight product features and benefits to command a price premium (think automobiles).
3. Engagement, in which brands use service (in both its customer service and conversation meaning) to develop relationships with customers (think Dell).
4. Cultural Currency, in which brands become shared social objects and help customers define their individual and group identities (think Nike+iPod).
5. Meaning, in which brands become the tools that customers use for self-realization or restoration (think Google).
