This is it. Economic, political and religious institutions have all lost their aura, doing away with existing points of reference and changing the face of the market.
If we exclude certain extremist movements that are taking advantage of this situation, who, then, are the last emotionalguides of our society? Who or what can create want, satisfy pleasure and decree the keys to the success of individuals and their degree of fulfilment? Who, if not brands and artistes (who have themselves become brands!)?
This statement is an acknowledgment of fact and certainly not a value judgment. It emphasises the role of brands in our society, looking beyond their ability to satisfy needs, which is clear. Each brand has its own universe, which will contribute to fulfilling the consumer’s expectations and existential needs.
The product itself adds to the brand universe, giving it physical form. In the choices made by consumers, the emotional value of the brand takes precedence over the functional value of the product.
And where is the CMO in all that? He will play a new role as a creator of emotions, producing his work through all possible channels of distribution. He will stage the brand through events, shows, films, games and ideological debate. All these productions will pursue the same aim, seeking to attract, group, move and convince consumers.
In making his choices, the producer CMO will seek to expand the brand audience across every channel used. Audience ratings thereby become the new barometer of success. The higher they are, the greater the increase in sales. The power of the audience ratings will influence the quality of product referencing in distribution and could even reverse the balance of power between brands and retail. In this new world, point of sales becomes a theatre that needs the productions created by the CMO in order to bring people in. The world is changing fast. Make way for the show and the audience ratings!
Ladies and gentlemen, waste no time in telling your CEOs that you have become a creator of emotions. They think you’re still a CMO!
by Didier Stora
General Manager – gyro Paris
Cross posted at Ignite Something on the Forbes CMO Network