Why consumers want the brands they buy

Got a taste of Rob Walker's new Book The Desire Code in Brand Week - some excerpts

If brands and logos are mere symbols, empty of meaning, then choosing among clothing lines—or anything—becomes a largely rational affair. There are probably four, or maybe four and a half, factors to consider. One, of course, is price. Another is convenience. A third is quality. The fourth rational factor, I think it's fair to say, is pleasure. The half factor is ethics-

His point was that "most products are invisible," as is most marketing, and this means things must be made "remarkable" if they are to have a chance to succeed.

The Pretty Good Problem is even more acute at Magic than it is in the pages of Consumer Reports or, possibly, the picturesque pastures of France. The more narrow the range of actual differences in commodity attributes, the more important it becomes to create a different kind of value—one that transcends the merely material. This is the goal of branding.

Comments

[Сумерки]

I keep quoting these dead white guys for a reason. We seem to be repeating some particularly nasty history, right now.

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I for one am glad that ethics is becoming a bigger part of shopping - even if it's in a slightly different way to how you mean - I think that the ethical choice is playing a much larger part in branding nowdays.