By Nigel Hollis (auth.)
Instilling model loyalty between shoppers is the main to long term luck, and calls for targeting significant differentiation: practical, emotional, or societal. Supported by means of information analyses, case experiences and interviews, The significant model explores the 4 parts of a exceptional model: function, supply, resonance, and difference.
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Additional info for The Meaningful Brand: How Strong Brands Make More Money
Example text
This is the domain in which small differences can have big consequences. A brand simply needs to be different enough for someone to choose it and pay a premium for it. The source of that meaningful difference may be so unique or so trivial that it is not readily appreciated-even by the person buying the brand. We typically think about marketing as the creation of moments: communications, events, spectacles, launches, and so on. However, these moments make up only a very small part of the view customers have of a brand.
Heuristics theory states that you need to provide people with a reason to choose your brand, just as Nick Chater suggests. Heuristics provide convenient shortcuts and, most important, clear stopping points for decisionmaking. Humans are simply not able to handle complex sets of variables and make totally rational decisions-whatever classical economists might try to tell us. In the absence of some obvious and important factor, the HOW BRANDS INFLUENCE PURCHASE DECISIONS m reason we use to make a choice need not be significant; all else being equal, it merely needs to be differentiating enough to tip the balance in favor of your brand.
Second, you want to make sure that people have ready justification for their instinctive feelings in case they are forced to reconsider their brand allegiance. " 19 So it helps if people can have a nice, simple, and easily remembered claim to support their decision-making. Facts that help justify people's decision to buy the brand are important, not because they motivate purchase, but because they justify it. But there is a caveat: those facts need to be consistent with the instinctive impression people have of your brand, which requires consistency in messaging.