Killian & Company • A one-minute

BrandAid

There are two distinct tribes that your brand should talk to — groups with divergent expectations about what they may need from you. Their behavior diverges, also: how they respond to your ads, visit your website, read your brochure, buy your goods and services.

Because the Quals are more numerous, roughly six people out of seven, we're tempted to call them "normal," but that would be misleading and short-sighted. The other one-seventh of the population are "normal" in their own way, and an important audience, albeit one requiring different messaging. (One-seventh of America, we are quick to point out, is more than 40 million people. One-seventh of the world is close to a billion.)

The Quants, roughly one person out of every seven, share many of those characteristics, but they are not satisfied with that level of brand promise. They want to quantify and measure the proof statements that support your brand narrative. They approach your headlines and taglines with a greater degree of skepticism.

Let's contrast the behavior of the two tribes in three purchase-decision situations...

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