As referenced in the brand channel article, pandora's box has opened, and consumers are learning to satiate their desires with individual decisions about customizing the products in which they buy. It is a new market, where individuality may successfully guide people out of the recession. Companies are having to factor the consumer more than ever in the creation of a product. In a post-90's landscape, companies can no longer put all of their chips on the beauty of a singular product to be distributed to the masses. They must take that singular product, with all the style and features, and release it into the wild, allow customization and molding from the consumer base.
The recession has prioritized the spending habits of consumers. With a tighter budget, customers are still willing to spend money, but potentially only on very specific, targeted items. Allowing the public to customize their individual experience gives more opportunity for brand visibility and success. An over-zealous, well to do patron of nike products may be inclined to purchase multiple pairs of the same sneaker in order to carefully match his wardrobe, whereas before he may have had only a limited number of color options. Additionally, the color palettes selected would place the consumer in the front seat of the design process, forming a greater attachment between the customer and his or her product.
To successfully brand happiness is to create brand loyalty. The strength of a product in the mind of a consumer will create loyalty for years to come, or at least until the consumer feels slighted by the company in future transactions. Branding happiness is to attach intangible human emotions to a tangible product. People have different perceptions and experiences to associate with words that represent different emotions, so if a company can successfully connect their product to a feeling such as happiness, they will be able to target a larger audience.
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