“People have a peculiar pleasure in making converts, that is, in causing others to enjoy what they enjoy, thus finding their own likeness represented and reflected back to them“. Johann Wolfgang Von Goethe (1749-1832) German poet, novelist and dramatist.
Social media is definitely the power tool helping people reach their goals in making those converts!
In the case of brand marketing and positioning, there is mainly one winner in this human persuasion and social media equation: brands! Brands highly benefit from the need of people to share what they like and what they enjoy. Consequently, the overall effort of brands to appeal to their consumers and attract potential customers slowly decreases: yes, we are doing most of the work!
Therefore, I decided to try and separate social media users’ efforts from brand efforts and compare similar brands in terms of the amount of effort and resources they are REALLY investing in order to deserve the exposure they are getting!
For my first two brands, I chose Pringles vs. Lay’s.