Unobvious Observations: Motivation is overrated

Briefs all too often focus on building motivation, something that's frequently unnecessary or impossible, writes Adam Ferrier. But if they're not focusing on creating desire, what should marketers and their agencies be paying attention to?

Do you believe that a marketer’s job is to increase people’s motivation to buy or do things? It’s an easy mistake to make—to believe we are trying to increase desire, or create 'Lovemarks'.

It’s easy to be tempted to believe that we are in the business of creating communications that makes people desire our brands further, increasing their motivation to seek them out vis-a-vis their competitors. However, this is rarely the case. If you believe a marketer’s job is to increase motivation to consume, you may well be missing out on the most important 50 per cent of your marketing thinking.

Read full article on Campaign Asia-Pacific.