Most marketing problems I get asked about aren’t really channel problems or budget problems. They’re level problems.
There are three levels of marketing, and most brands never find out which one they’re operating at. Working that out is worth more than any tactic I could give you, because each level completely changes how a product is perceived and valued.
There Are 3 Levels of Marketing
Each one asks something different of you, and each one earns a different price.
Level 1: Commodity Thinking
At the very bottom there’s commodity thinking.
This is where I think most companies find themselves.
In this stage, brands only focus on selling basic features and benefits.
Things like variations, colours, size range etc…
Product specifications.
Things anyone can easily replicate if they wanted to.
There’s nothing at all unique or memorable here.
Level 2: Solving a Specific Problem
Now, let’s move up a level.
Now, companies are starting to narrow in on a particular feature or benefit that solves a very specific problem for a specific group of people.
Looking into the challenges and frustrations of the target consumer.
What pain point are they trying to solve and how they can turn features into benefits (solving that pain point).
This approach makes the product a lot more valuable. Especially to those who face that specific problem.
However, not many companies manage to evolve from the commodity mindset to this level of problem-solving.
Level 3: Emotional Connection
Finally, we reach the top level of marketing — where world class brands like Nike and Disney come into their element.
These brands understand that beyond features and problem-solving lies an even deeper connection — the emotional one. A human.
Storytelling is the real winner here.
A company that understands the emotional pain a consumer goes through and can not only offer up a solution, but a solution packaged into an emotional story will WIN!
By addressing the emotional aspect, these brands create a powerful bond with their customers, driving loyalty and preference.
It’s not about merely solving a problem… it’s about recognising and eradicating an emotional burden.
This connection makes the product — and by extension, the brand — incredibly valuable.
Conclusion - The 3 Levels of Marketing
In summary, marketing can be as simple or as complex as we make it.
At its core, it’s about understanding where your product fits in these three levels:
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Commodity Thinking: Focus on features and benefits.
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Problem-Solving: Address specific pain points.
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Emotional Connection: Understand and resonate with your customer’s emotions.
The best brands in the world differentiate themselves by moving up this ladder, creating products that are not just useful but emotionally significant to their customers.
Thank you for reading the 3 levels of marketing, this content was inspired by the BrandBoss’s content.
I hope you leave here with a deeper understanding of how to elevate your brand from just another commodity to an emotionally resonant powerhouse.
Here’s to working towards building successful brands and marketing to humans.
Till next time,
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