When I was traveling around the world I noticed that every time I found Spanish people (I’m Spanish), I immediately felt connected with them. And that’s because our very basic human need–our need to belong.
If you’ve traveled abroad and met people from your country, you’re more willing to start a conversation with them. You might even hang out together, just because you share some values.
As a marketer, your best move is to find values that will boost that need to belong to a group. Just like Harley-Davidson does with their motorcycles.
No matter how good your products are–if you don’t communicate to an audience your values and beliefs, the only connection you’ll get is something based on a concret benefit.
Nonetheless, if you do share some values to a community that want to believe them, you’ve made a connection.