WHO’S THE HERO OF YOUR STORY?
When the brand becomes the hero it’s because it likes to say how great it is.
It boasts about its features; it boasts about what makes it better; it often tells audiences how
inadequate they will be if they don’t consume it.
Now just think about it. This makes a lot of sense to the person sitting back on his couch
waiting for the commercial break to end.
You might hear them say:
“Maybe I am really inadequate and maybe I’m not going to be fixed unless I consume this
We often refer to this as ‘Inadequacy Marketing’ which always plays off one negative
emotion such as greed, fear or lust.
Enter ‘Empowerment Marketing’. The first plan is the most powerful: tell a more resonant
truth. It invites the audience to connect with their deepest values by inspiring them to be their
own hero and highlights your product as an aid along their own personal journey.
So which type of message is more appealing – that you need a certain model of luxury car to
prove your worth and social status? Or that you have the power to forgo social convention,
assert your individuality and live within your means by buying a car that’s economic and
In 1959 Volkswagen took a chance on sending the latter message to consumers – to great
success – and ‘Empowerment Marketing’ was born.