Have you noticed the higher level of sophistication, resourcefulness and intuition in consumers these days? Today, consumers are befriending brands that help them achieve a goal, satisfy a desire or meet a need. Brands that accomplish this are considered “mentors.” These are the consumers who want feel empowered by being a “hero” in a brand’s narrative landscape. Who better to tell your brand story than the hero herself?
Let’s look to the great Wizard of Oz for a fictional illustration of hero and mentor. Who is the hero? Dorothy. Who is the mentor? Glinda – she helped Dorothy get to Oz. Brands need to become the good witch Glinda and help the consumer satisfy their needs/wants.Comments