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Every successful brand is based on a Geisteshaltung that it shares with its customers. <\/p>\n
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Consciousness determines decisions. Also, and even more so, when it comes to purchasing decisions. If you know how people think, you know how they make decisions.<\/p>\n
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People almost never make exclusively rational decisions, because rational decisions are slow and very energy-intensive. Instead, the brain uses so-called intuitive heuristics –<\/a>>to solve complex problems.<\/p>\n For (purchase) decisions, subjective theories -><\/a> are such a heuristic. A subjective theory represents an individual explanatory model for a certain area of life, on the basis of which decisions are made. In case of doubt, a subjective theory can only be valid for one person. Namely for the person whose theory it is. <\/p>\n <\/p>\n The area of life known as “work” can be approached with two subjective theories, among others: <\/p>\n a) I work in order to live Both theories are correct – for those who have them. Both theories explain how a person will decide when it comes to making a decision in the area of work.<\/p>\n <\/p>\n When it comes to sport, most people have a subjective theory (\u201eNo sports” would be one of them, but it probably has no commercial value). Let’s take two practical subjective theories<\/p>\n a) Sport means fighting – against others and myself A brand like Under Armour appeals to supporters of the first theory. Asics (Anima Sana in Corpore Sano) addresses the second group.<\/p>\n Conversely, people with the corresponding theory find it very easy to identify with one brand or another, because subjective theories reduce complex problems to a simple yes-no question: Am I this kind of person? Answering this question is much easier than finding out which of two possible T-shirts is objectively the better one.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/02\/good-marketing-geisteshaltung.jpg” alt=”good-market.ing: Geisteshaltung connects brand and consumer” title_text=”good-marketing Geisteshaltung” _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1.2em” global_colors_info=”{}”]<\/p>\n Subjective theory and Geisteshaltung using the example of sport: How do you think about sport? Sport is struggle or sport is balancing. Your subjective theory will influence your choice of brand.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The best thing about subjective theories: you don’t have to make them up. There are valid methods to determine them objectively. One of these is the structure laying technique -><\/a>. We use a variant adapted to the needs of the brand industry to find out what drives the target groups (which we have ideally determined beforehand with our target group profiler -> )<\/a>.<\/p>\n A subjective theory that can be found in the consumer and at the same time can be lived and credibly represented by the brand is what we call Geisteshaltung.<\/p>\nExamples of subjective theories<\/h4>\n
b) I live in order to work<\/p>\nSubjective theories for brands<\/h4>\n
b) Sport means harmonising body and mind<\/p>\nDetermine subjective theories<\/h2>\n