Turn Logic into Magic (3)

insight on people buying behaviour today that one wants to remember

 

 

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Turn Logic into Magic (3)

via Sramana Mitra on Strategy by Dominique on May 24, 2007

By Dominique Trempont, Guest Author

Brand has become so crucial in the 21st century because our purchasing choices have expanded and we do not have the time or energy to compare every product or service.

Furthermore, our buying decisions have become increasingly confusing: everybody copies everybody, everybody claims superiority and best value.

Increasingly we base our choices on brands we trust to deliver on our expectations and to fix things if there is a problem. It is not anymore only about product or service features and functions, it includes what kinds of people buy it, what market segment will I join, where does that position me?

Think of cars. What is the product feature difference between a Lexus and a Mercedes?

Some, but that is not what determines our choices.

It is not about the features and functions.

It is about how it makes you feel and what it says about you. (more...)

 

 

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