Many companies today are offering customers a chance to design their own product. Before, choosing to wear a certain brand was the best way to show the world your personal style. Companies today have now taken that one step further by allowing them total control over the product they are buying. From a handpicked mix of Jelly Belly jellybeans in a personalized container (http://www.myjellybelly.com/), to customized shoes from Nike or Chuck Taylor (http://www.converse.com/#/products/shoes/converseOne/scratch), to credit cards from Capital One bank, customers have an opportunity to show the world their style and beliefs.
Consumer behavior has shifted in the past in big ways. After the Great Depression, consumers were offered more choices of products than ever before. Then, during the Second World War, choices were taken away as almost everything was rationed. After the end of the war, consumers were offered more choices than ever as the world economy started to expand again. Consumer behavior has probably taken a downturn because of the current recession, but probably not as much as the rest of history. Since people are (mostly) becoming smarter with their money, customization of products has gone down, mostly because it usually costs extra.
Design develops brand truth by being consistent through packaging, marketing, and delivery of a quality product. If people receive a strong product every time, customers will always believe in a company’s ability to give them a great product.
There is a difference between producing happiness and producing brand loyalty, although they are connected. Happiness can’t be manufactured, but a certain brand can deliver a feeling of happiness to a certain individual. If this brand and product can make a person happy, and they will be more likely to stay loyal to the brand.
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