Psychological problems are larger than the story itself. Often talked about using terms like “ought”, “should” or “shouldn’t”. A great example of this is ‘people ought to eat 5 pieces of fruit and vegetables every day as part of a healthy balanced diet ”, how brands catered to this was the inclusion of how many pieces of fruit and vegetables are in their product, often using that as a USP. In modern days with the fitness trend, we are experiencing this often is “low in sugar, high in protein or low in fat”.
Internal problems — these are not industry-specific, oftentimes they are product/service-related but also individual to the hero. An example could be either doubt or anxiety. If we look at how detergent companies have catered to this they have positioned germs are bad villains ( take a look at the 1980’s marketing many germs were wearing leather jackets). Now the products are positioned as superheroes with the germs/dirt being positioned as villains
External problems- these are surface-level problems such as I’m hungry, I need an outfit for this occasion or I need a watch to tell the tale. These are the problems brands try to market to, the issues being targeting these problems your brand’s voice will be deafened in the sea of the noise of other brands doing similar. In previous times, these problems were correct to market to as if your firm had a sufficient marketing budget it was easier to ensure your brand’s solution to the problem was heard. In this digital age that is less likely!
Bedroom 2 Boardroom 🚀 