Why Marketing Needs To Think Differently To Drive Brand Growth

Source: Found here

Jim Longo is the Co-Founder and Chief Strategy Officer at Discuss , with over 25 years of market research expertise.

Imagine walking into a busy café. You're greeted not just by a smile, but by the barista who remembers your name and your favorite drink. You feel seen, valued and understood. This is empathy in marketing—transforming ordinary transactions into meaningful relationships.

We all know that the best marketers know their audiences. But what exactly do they know? Sure, they may know if a customer is a brand loyalist, which social media platform they frequent or how often they abandon their online shopping cart.

But do they really know what's on their customers' minds? Do they understand their worries about their personal struggles, their passions or the challenges of balancing their personal and professional lives? That is where the real connection happens—and it's where many brands fall short.

Many brands are missing the mark because they're relying too much on data that's in the rearview mirror—sales figures, web traffic, social media metrics—and not enough on the emotional and psychological drivers that fuel customer loyalty. This is particularly important in the technology industry, where ideas move fast.

Marketers are under pressure to deliver quick results—think flash sales, social media blitzes and viral campaigns. But in the rush, they are often asking the wrong questions, like: Why isn't our brand top of mind? Why aren't our campaigns driving the engagement and revenue we expected? It's because, in many cases, they are only seeing consumers in the context of their relationship with the brand.