Brand Strategist | Brand Marketer | Digital Marketer , Murugappa Group, Ex- Amalgamations Grp , LG Elec. & Godrej Appliances |B.Tech- N.I.T | PGDM Marketing | PGP Digital Marketing - Great Lakes| Brand Management-IIMB
Happened to Come across a recent brand collaboration news , wherein the brand attempts to shape the customer behavior. The news is about the partnership between Hero MotoCorp and ThumsUp for the launch of the mid weight motorcycle “ Hero Maverik 440 Thunderwheels”. Traditionally, motorcycles fall into the “informative purchase” category (high involvement, high thinking) where buyers focus on rational decision-making, product specs, and long-term value. Customers invest time in researching, comparing alternatives, and carefully considering their choices before making a purchase to minimize the risk associated with purchase. But this collaboration with ThumsUp, is cleverly attempting to shift the buying experience towards the “affective purchase” category (high involvement, high feeling). By aligning with Thums Up’s values of “ boldness, courage, and adventure” , and infusing a thrilling emotional connection with the youth, the campaign taps into emotions of excitement and empowerment. With bold visuals, celebrity ads, and a limited edition appeal, it is obvious that the attempt is to create a strong emotional pull, making the purchase not just about specs, but about how it feels to own a piece of this adventurous spirit. It's a fascinating strategy where “ rational meets emotional “ , redefining how customers engage with brands But a billion dollar question still remains. Can Brand Collaborations actually Shift Consumer Buying Behavior ? Any thoughts ? #Brand #Marketing #branding #communication #ConsumerBehavior #HeroMotoCorp #ThumsUp #MarketingStrategy #Purchaseinvolvement
Profound precise perspective about TWs being high involvement and so very considered purchase decision making; and that the Collab is all about making the decision making being an emotional one. Well said. In my long experience with Hero itself, I have seen that brand trust built -over a long period of time - is something that's has to be there. But that being there, which depending on the segment could be about more than one brand, the final choice could be an emotional one. In fact, as we go higher up in the segments, emotionality particularly brand Image/s and associations start playing higher role. Even higher up it is a lot about Community & Cult. Which is all about raw passion and intense emotions. However, am not sure if Thums Up is that aspirational a brand; a brand that its fans are passionate about. Like, if it were to be only in beverage space, Red Bull or Old Monk or (even) Thunderbolt; Liquid Death for instance, could have been right up there.