As the differences get smaller, the purely functional reasons for premium goods fade away, and instead they are purchased for the reason we’ve always purchased luxury goods: because of how they make us feel, not because of what they actually do. The fur coat is not warmer than the down jacket, it’s merely harder to acquire.
That’s a snippet from a recent post by Seth Godin.
There’s a lot of truth to this. And it’s for this reason—people purchasing based on feelings rather than for function alone—that brand identity and marketing are such important factors in business. How a brand resonates with its would-be customers is just as important as the goods and services it offers.
Recollecting my two most recent posts about SAAB automobiles, I stated that despite its failures, I still have a great appreciation for SAAB cars. That’s because to me SAAB successfully created a positive impression…
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