* Rant alert * As creators and marketers of products, it is critical that we recognize that products dont just fulfill needs. They enable our consumer to do excel. A coffee machine doesnt make coffee; it increases your productivity and enables you to do more. A soap doesnt just clean dirt off your body; it makes you confident and enables you to have a better social connect. A computer isnt just a piece of hardware; it enables you to create beautiful stuff and manage your business effectively. I see a lot of brands still stuck on the functional rung of the ladder while they can really aim for the emotional one. It makes me cringe to see ads spending a zillion bucks to create a differentiation that doesnt matter to the consumer (Does a consumer even understand 75%TFM in soap? Why does one deo get you laid more than the other deo?). I hope I can make a difference to the industry in the next few years. Fingers crossed.
Posted on: Sat, 19 Jul 2014 08:48:29 +0000
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