The document compares consumers to zombies to highlight key differences and reaffirm principles of effective brand strategy. It notes that while zombies are predictable and don't change, consumers form communities, have emotions, and are always changing. The document emphasizes that brands should not treat consumers like zombies, but rather recognize that consumers are alive, think in rational and emotional ways, enjoy being surprised, and want simplicity over complexity from brands.

1. Consumers
are not
zombies
Basic principles of effective brand strategy reaffirmed

2. FIELD SPOTTING GUIDE
This is a zombie…

3. FIELD SPOTTING GUIDE
This is an example of a
consumer….
A consumer means past, present,
and potential consumers of your
brand. That means more than just
those who actually pay for your
market offering. Media, retailers,
employees, and influencers are
consumers too. Your brand
(experience, values, and promise)
should encompass all in your
market.

4. ZOMBIES LOVE TO CONSUME
Zombies just love to eat,
shop, and buy anything
that falls in their path.
They’re single minded
consumatons!
Consumers don’t.
Even though the name
suggests otherwise.

5. ZOMBIES LIKE TO COME TO YOU
Be attractive enough and we all
know zombies will go out of their
way to find you, right?
Consumers on the other hand, have a
life to lead. Making them break with
their life and style for a brand just
doesn’t work.

6. ZOMBIES DON’T TALK
They moan occasionally, but they’re not very social creatures.
Consumers love to talk,
about everything, especially
experiences. Communication
is core to group cohesion
from family, friends to
shared interest communities.
So how does your brand deal
with that?

7. ZOMBIES DON’T FEEL PAIN
Or unhappiness, anger, or any
emotion actually.
Consumers do, in fact they have
lots of emotions. They get
curious, frustrated, angry, happy,
empassioned, and sad. In fact,
emotions should be taken into
account at every level of brand
engagement.

8. ZOMBIES ARE PREDICTABLE
Yep, these guys just do what you expect.
Every quantitative generalisation and
model applies to them neatly.
Consumers however, have a tendency to not
stick to the rules of empirical or quantitative
models. Which means brands have to really
get to know their consumers.
© chaosfish1 / Flickr

9. ZOMBIES DON’T CHANGE
Once a flesh-eating zombie, always a flesh-
eating zombie.
Consumers do change, as their world changes.
Throughout their life they grow and develop,
and their tastes, social context, desires, and
influence(r)s change too. Which means your
brand can’t stand still either.

10. ZOMBIES DON’T FORM COMMUNITIES
Hell, trying to get them to work as a team is a
struggle.
Consumers do form communities. The bonds
that define modern day communities are shared
values, experiences, and emotions.
Communities act through emotion, not intellect.
A brand is not a community – but can be a
facilitator and enabler of them.

11. ZOMBIES ARE STUPID
99% failed their school exams. Fact.
Consumers are not stupid. Even
though they make emotionally
driven decisions, these are
based on a framework of
rational thought. They do
research, they investigate, they
talk to people.

12. ZOMBIES DON’T LIKE SURPRISES
Zombies like their world in two states: edible
and already dead. Anything else makes them
grumpy.
Consumers love surprises, of the good sort. A
brand is a promise and there’s no such thing as
over-fulfilling a promise. That’s when brands
become great experiences.

13. ZOMBIES ARE DEAD
Academia is debating whether they’re
fully dead or mostly dead, but dead is
they key word here.
Consumers are very much alive. So don’t
communicate with them like they’re dead.
In today’s world you have a fleeting
chance to engage with them, make every
single point of contact with your brand
interesting, engaging, and even amazing if
possible.

14. ZOMBIES DON’T LIKE THINKING
Zombies hate complexity and
like a simple life. Eat, eat, walk
a bit, eat, eat.
Consumers… actually,
consumers hate complexity
too. When you think of
?
something, ask yourself, can it
be done simpler? Making
consumers think usually means
you’ve lost them.

15. ZOMBIES DON’T EXIST.
Your consumers do.
Brant Emery
Independent brand strategist
www.rentabrant.com
Your brand is your business.™