We are living in an era where brand selection has become more like voting – it transcends the transactional, with the actual purchase being just one act in a complex emotional web. Customers are looking to brands for meaning, rather than choosing them based solely on functionality… This is true for formerly recognized ‘elite’ brands such as Michael Kors or Coach, as they become more commonly available. Instead, people are looking at "making a difference" by making conscious choices that involves the foundations or values of a company and making a statement about who they are by what they buy. While Matthew McConaughey said since his ad campaign with Lincoln that sales of their vehicles have increased by 25%, the statement doesn’t divulge who’s doing the buying. Know your target market, and make wise decisions.
www.usatoday.com/story/opinion/2015/06/12/internet-celebrity-endorsement-advertising-column/71084290
