By fiifi DZANSI
Is your brand selling the right product or service?
Brands that compete on quality or price lose out, eventually.
A newer brand could become cheaper or offer more quality than you currently do.
Also, people buy based on what a brand makes them feel or the status the brand elevates them to.
When I don a ‘Converse All Stars’, I feel liberated and ready to create.
Birkenstock footwear makes me think about the environment.
People don’t stand in front of shelves and examine the percentage of durable materials present in a product.
We’re emotional beings. That’s what moves us.
It doesn’t mean you can create crap, switch on the emotion button and expect people to come rushing in.
Your product/service must be of high quality.
Allow your emotional values to dictate the message you put forth.
When in doubt, check Nike’s ‘Just Do It’ campaign.