Letâ€™s start by discussing the people that the brand is ultimately trying to influence.
Edwin Wong, Director of Customer Insights Organization – Yahoo!, touched on this by explaining that people love brands that love what they love. A mouthful right?
He labeled these folks, “Passionistas”.
Letâ€™s use me as an example. I love food and cooking, so I love the Food Network because they share my passion. The theory holds true so far.
More interesting, is that Passionistas search 184% more than others. (No surprise here, but I’m in the search industry so we’ll move past me as the example on this one. :))