In the first movie, Katniss and Peeta’s mentor, Haymitch gave them perhaps the most important piece of advice that led to their eventual victory:
“You really wanna know how to stay alive? You get people to like you!”
This piece of advice is invaluable in the marketing industry. Now more than ever, it is important for a brand to strike an emotional chord with its audience, and connect with them.
The best way to do so is to humanize your brand. When Katniss appeared in a debut interview, she decided to be authentic instead of creating a facade. By simply being herself and sharing aspects of her life such as her family, the world was delighted by her honesty.
After she developed brand advocates, they provided her with resources within the arena, which ultimately helped her survive and win the Hunger Games. Even after she survived her ordeal in the arena, her advocates remained loyal to her, which helped when she returned to the arena in the second book, Catching Fire.
By connecting with your audience emotionally, you will eventually be able to build brand advocates because they will realize that there are people behind the face of your brand. When you focus on building brand advocates, it will provide excellent long term results because your advocates will demonstrate loyalty to your brand.