Sarah is on eBay. She inputs "Puma Running Shoes" into the search field, and presses enter. There it is, her dream sneaker. She imagines herself running in those sneakers. She imagines a better Sarah. A more fit, sexier, Sarah. Sarah 2.0. She clicks Buy it Now and happily sits back and waits for her shoes to come. All while imaging how sexy she will look and all the new doors that will open for her!
Sarah is lying to herself. No sneaker is ever going to make you sexier or open new doors for you, only you can do that. Yet every single one of us does this. We all lie to ourselves. I've done and do it. (I did it a lot with Legos as a kid). As marketers we need to tap into this.
How does a brand take a $3 shoe made in china and sell it for $120? It's all about the experience. Puma has spent years developing a brand that gives you an experience that makes you think that if you purchase their shoes you will become their brand. How can you take your brand and make it an experience?
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