“Marketing: A Love Story” Paper

Reflection: In my marketing class we read a book about building customer connections and the importance of them to a business. I wrote a paper for an assignment in which I discussed the different concepts mentioned in the book and how these are utilized by real businesses.

The Paper: The book, “Marketing: A Love Story” by Bernadette Jiwa, discusses the importance of focusing on customer connection when building a business. During my reading of the book, I learned about many aspects of marketing, such as how to empathize with customers and build a connection that goes farther than a product. Along with that, the book also went into depth of how to develop the relationship between a customer and a brand, as well as to why it is important. 

The book emphasizes that a brand must create a mission statement in the early stages of their marketing strategy. This is one of the most challenging and most important steps in marketing. The goal the brand has for their company and or product is essential in the process of  connecting with their intended customers. One real life example of this is the brand Lego and their mission statement, “Inspire and develop the builders of tomorrow.” This summarizes in a simple sentence what the purpose behind Legos is. In the book, it also states that it’s crucial to connect this mission statement to real life, such as modeling how the Lego company inspires children and develops them into future builders. Another example of this is Apple’s mission statement, “We believe that business, at its best, serves the public good, empowers people around the world, and binds us together as never before.” Apple must now show customers how the brand actually achieves the goal they laid out. A mission statement and the way it’s exemplified by the brand through their products and actions is a very important part in the building of a successful business. 

The story behind a product or brand is another extremely important part in marketing. This connects to one of the other main points discussed at length in the book, connecting with customers. The understanding behind what led to the development of a product as well as its intended use can help to draw in customers. Reaching out towards the emotions of a possible customer rather than just trying to make a sale is more valuable in the long run. Shared experiences and memorable stories help create community within a brand, which is very effective when trying to gain returning customers. One example of the effectiveness of a brand’s story is that of Ben and Jerry’s. The simple tale of two childhood best friends coming together as young men with little money to open a small ice cream shop is something that customers find heartwarming and can connect with. A company with humble beginnings is something that a customer can see themselves in, which can make it more likely for them to purchase from it. Another example is the story of the brand Chamberlain Coffee. This brand was started by a young content creator who often discussed her love of coffee in her videos. The founder of a brand being passionate about the product they are selling makes the company seem more authentic than others. It also can inspire customers to look into turning their own passions and business ideas into a reality. 
Another concept of marketing that is very important is context. In the book, it is stated that a brand’s success is oftentimes dependent on how their products can fit into, as well as improve, the life of their customers. The way a brand’s product is compatible with the current market is something that is very important for the brand to consider when creating their marketing plan. It is imperative for a brand to become knowledgeable about the real life needs of people at the time of development if they want their product to become a commercial success. It is also essential for the brand to figure out how their product can be used to satiate these needs, and how they can demonstrate that through their marketing. One example of a product using context to become successful is audiobooks, specifically by the company Audible. The founder of audible noticed that in his life he wanted to read books, but didn’t have the time to sit down and read them. After seeing that other people had trouble fitting reading into their busy schedules, he found a way to make reading more accessible for people. Another use of context in a company’s marketing is Apple’s Airpods. iPhone users were having issues with their corded headphones tangling, which caused them to break faster. There was also the issue of customers not being able to use headphones while charging their phone as they plugged into the same adapter on certain models of iPhones. To make life easier for their users, Apple came out with Airpods, a more convenient option that solved the issues customers were facing. Paying attention to context and the current needs of consumers can help a brand market their products in a way that will assist them in achieving success. 

The main point of the book is that customer connections through emotional appeals, as well as building a community outside of the brand, are some of the most vital parts when creating a marketing plan. The use of these tactics in the company’s strategy, story, and context helps them to gain attention from possible customers, and keep that attention. “Marketing: A Love Story”, is a must read for anybody involved in any way with marketing or business. I know that the information I learned while reading will certainly help me in the process of creating the product for the final project.