Implicit goals are important psychological benefits that we expect brands to deliver. Brands are a means to an end as we seek to achieve active goals. Implicit goals operate in the background and help consumers differentiate brands at an emotional level.
To improve relevancy and willingness to pay it is necessary to increase goal value at both an explicit (product category) and the implicit, psychological level. However, it is the psychological goals that are key to developing a differentiating proposition. See also explicit goals.
In his book, Decoded, Phil Barden outlines six key psychological goals that brands can use to improve goal value and differentiate themselves from their competitor brands.
Brand psychology – Do people connect with brands at an emotional level?
Conversion marketing – Glossary of Conversion Marketing.
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