Turn Logic into Magic (3)

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.

Make sure, that it is very easy and compelling for customers to say “yes” to your products and services thanks to a well thought through offering.

Make sure, that customers feel that they are in good company, being “part of the club”, by buying into your offering.

And make sure, they feel good about themselves.

Toyota Prius has done this very well. California’s elite today consider it a status symbol to buy a hybrid car, especially a Prius. Not Jaguar. Not Ferrari. A Prius. It positions them as environmentally conscious. They automatically join a club of other environmentally conscious people. They feel good about their own social responsibility.

It’s splendid brand positioning on the part of Toyota!

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