A worldview is the sum total of an individual’s current beliefs and biases. Worldviews affect the way a person notices things and understands them. Worldviews run the gamut: helping the disadvantaged, owning automatic hand guns, buying only expensive products, being a vegetarian, and a lot more. People are different and so are their worldviews.
Okay, so, like, what’s the point? Point is, smart marketing doesn’t try to change someone’s worldview. You’ll never sell a Rolex to someone who has no money, or doesn’t want to spend their money on an expensive watch.
Instead, identify a group of people with a worldview that matches your product or service and communicate with them. Then frame your branding story with words and images that reinforce the existing worldview they may already believe in.
This is what branding and marketing are all about today.
