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Colin Brown

COO, Chimp Technologies

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What is more important: to manipulate or to inspire?

We are currently devising a new marketing/advertising plan and this is a constant point of debate. Regardless, the intent is to influence consumers to use our product but when deciding on tone and design for the campaign this question is at the heart of the debate. Is one harder to do than the other? Is one better than the other at generating sales? Is one better than the other in generating brand loyalty? Are these to ideas one and the same?

*the word manipulation should not be strictly taken in a negative context.

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  • Jan 28 2012: I agree with the fact that the product can influence the decision. Yet inspiration can lead to fattening of your bottom line. This ties into my sub questions whether manipulation, or inspiration, increases brand loyalty or overall sales? Do you feel that manipulation or inspiration can have a greater business effect for these two variables?

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