Brand Crushes
A colleague shared a theory that we tap into our reptilian brain for buying decisions. The reptilian is the oldest area in the ever-evolving human noggin. Its impulses are instinctual and ritualistic. Over millions of years, more evolved gray matter has been built upon this foundation. This reptilian theory coincides with two main pillars of brand development I've realized over time. First, people buy on emotion and justify it with logic. Second, we're made of brands. They define and unite us. We fall in love with them.
Since love is an "instinctual" need, I thought about the brands I'm passionate about. Here are a few full-blown crushes.
Diet Pepsi: They attempt to court new flames with One, Lime, Cherry and Caffeine Free. I'm loyal to my original Boo.
Lexus: At the risk of being bourgeois I'll admit I love this brand. Everyone I know that drives one agrees. The dealer relationship is spectacular and the car is solidly made. Seriously, it's a mind-boggling experience. They thought of everything…and it goes fast to boot.
DeWalt Tools: They make tools that work perfectly. They're well designed with incredible usability and durability.
Apple: Okay. What creative person would dare not have a crush on Jobs and Company's darling brand? Their products are functionally and aesthetically amazing.
What do these brands have in common? Premium price? Long lifespan? Emotional connection?
Maybe. I believe the companies that make these brands are amazingly in tune with the customers. They know them. They observe them. They flirt with them. Most importantly, they listen to customers to create long-term value. A good brand knows creating a relationship with a customer takes hard work, dedication and relevance to stay fresh. Good reminders for all of our relationships I'd say.
Comments
No comments yet. Be the first.
Leave a Comment