So I have 4 videos covering Nespresso (http://www.nespresso.com/); Hunter Wellies (http://hunterwellies.net/); BMW (http://www.bmw.com/); Dyson Vacuum (http://www.dyson.co.uk/); Weleda Cosmetics (http://www.weleda.com/); and DD Fashion (http://www2.didi.be/)
The question is what can be learnt from a rag tag collection of a coffee maker, wellington boots, a car, a vacuum cleaner, a cosmetics brand and a fashion label?
Well here we go...
They all play to real needs - be it the need for stimulation, the need to keep your feet dry and warm, the need to get you from A to B in comfort, the need to hoover the dog hair, the need to make sure your safe from chemicals or the need for one stop shopping for the family... These aren't needs dreamt up by an expensive agency or a well paid brand manager... They are the needs of normal people
The brands go to great lengths to create an experience - Be it the boutique, the online store, the post sales after care, or a range of different products all under one brand... These brands offer a perceived experience for each individual that makes the purchasing and using a joy.
All the brands offer Quality - Call it quality... call it value... call it whatever you want... But for the people I talked to they know what they mean - even if they can't express the definition! The common theme however is the balance between a price paid vs what each individual actually gets from the product... Of course with so many individual themes - what do they want?
People buy into the product - yes... But they also want image - Either a projection of the sort of people that would use the brand; the memories that brands bring up from the past; or an acknowledgement that a brands creative style is "for me"
So what will be my WOW brand of choosing? Read the next post and find out...
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