Wednesday, Feb. 20 2013 5:19PM
Research, the Lee’s Summit brand
By James McKenna
Great brands, which define the category convey a single distinct brand virtue that separates you apart in the category, and resonates with your audience. This brand virtue is directly linked to a fervent wish or solution to a problem by promising (and delivering) a sense of emotional gratification.Successful brand destinations have a special lure.
In the case of Lee’s Summit, it has to do with the historic downtown area. This lure is what makes us special and therefore brings visitors to Lee’s Summit in the first place.
We used research to study consumer values, motivations and lifestyles by examining and understanding patters among our target audience population.By watching changes in consumer perceptions over time, we developed a unique knowledge of what really matters in their daily lives. That is understanding their hopes, aspirations, concerns and attitudes.
Building brands used to be about creating messages that would endure for years. Those days are over. In today’s hectic, ever-changing world brands can become irrelevant if we become complacent and don’t revitalize the message by facilitating their evolution to reflect consumer attitudes, desires and lifestyle. That’s why the Lee’s Summit brand is steeped in research.
What we uncovered through our research process is that in an increasing artificial world, people are on a quest for authentic experiences which inspire and arouse their emotions. Today, its all about culture, history and heritage. People respect the richly textured traditions of Lee’s Summit which provide them with a glimpse back in time, since it is the glow of inspiration of the past that gives us an understanding of the present. Our Lee’s Summit messaging is distinct and compelling and touches them on subjective emotional level where 75 percent of all decision making takes place.
Our messaging reflects what we all know is true about Lee’s Summit. It is the place where history converges with vision and energy to create an environment that values relationships and holds out the promise of a community where anything is possible.
Our Yours Truly marketing campaign is simply about connecting with others. It is about comfort through connection, celebrating the things we have in common with one another, rather than the things that isolate us from one another. In the end isn’t that what the community of Lee’s Summit is really all about.