Meaningful Brands Drive Purchase
Consumers like to buy brands that fit with their beliefs, values and lifestyle – brands that have meaning. One effective strategy to build meaning is done through stories. Even the most boring product can come to stand for something meaningful with the right anecdote.
Some time ago, a group of advertisers walked in second-hands shops and acquired cheap, seemingly useless objects – snow domes, plastic figurines, worn-out toys. Their objective was to resell them on eBay with the highest possible profit margin. How did they go about it? With intricate backstories that told something unique about each of those products. And it turned out that people went for it, one buyer even parting with $38 for this coat hook.
Such stories can be leveraged beyond product descriptions. Packaging is an example. Think of wine labels for example – it’s not uncommon to read a short blurb about the founders’ values, hard-work and dreams. This tactic can make even the most sour wine stand out.
Get in touch with us today to help you discover the best backstory to give your brand meaning.
Image: Fantagraphics Books