This Rory Sutherland character seems to be onto something. Or on something, you decide.
Anyway, we were just talking about this idea the other day in a meeting about what a "brand" is. What do you think? Is it possible that the intangible "something" a strong brand brings to a product is actually a real, viable asset?
If you like drinking Soda X more than Soda Y because you just like the name/colors/logo/ads/whatever, and not because of any special formulation in the beverage itself, doesn't that qualify as an honest-to-goodness increase in value? Haven't the marketing wizards behind the Soda X campaign created something out of nothing?
Namely, happiness?
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Fascinating. I'm brainstorming other products I can market at a 45 degree tilt.
ReplyDeleteThat was great. I'm intrigued by the intangibles, and sadly, incredibly guilty of buying products because of them. (Wine, shampoo, coffee, you name it...) Kudos to the marketers who succeed in making their products feel "happier" than the competition.
ReplyDeletep.s. Someone needs to market those red buttons.
Many of these TED talks are excellent and heavily thought ptovoking. I'd not seen this one yet so thanks for bringing it to view.
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