The Fallacy of the Low-Involvement Category
“I’m not buying the low-involvement category argument at all,” writes Bruce Levinson in a recent guest post in the MediaPost blog, “The Fallacy of the Low-Involvement Category.” The Vice President of Brand Strategy at Anthem Worldwide goes on to explain. Too often “low-involvement” purchase is an excuse for poor brand performance, when in fact any brand can produce a high-involvement product if its marketing includes these ingredients:
- A meaningful consumer insight
- A desired brand benefit
- A compelling brand narrative
Levinson gives examples: Geico insurance and Axe men’s body products are two big successes in categories that typically inspire little joy; the Livestrong charity impassions many people but has to compete against charities that perhaps tug harder on the heartstrings on any given day, such as disaster-relief efforts. Levinson shows how these three brands drive higher involvement and strong attachment.
The lessons might apply to your brand. Rethink low-involvement categories now.