Are customers getting manipulated?

A friend asked me today if brand strategy was about manipulating people.

The answer is No.

There is a fine, but definite line between manipulation and influence. Great brand strategy is all about influencing customer choice through creating a uniquely compelling offering that is resonant and authentic. When companies go the manipulative route, they end up undermining their own reputation --- think Microsoft and “evil empire”-- which results in expensive programs to fix the problem -- think Microsoft’s move to open a Silicon Valley office.

Bottom line, people know when they are being manipulated and generally resent it.

Sure there may be a rare soul that enjoys being treated like a puppet; however, it is far better to have droves of people want to walk towards your brand and make an active choice based on their own free will. And if you really want to go for the gold, create an offering that is soooo compelling that people run towards it -- think Apple’s iPhone.