There is something known as the Ladder Of Customer Needs in marketing speak, which separates the different motives that drive us to consume. The higher you climb up the ladder, the higher the value of the product becomes. When you use the ladder to break down the promises that brands make, it seems ridiculous that as media-savvy consumers, we still buy into all this rubbish. Here's some I made earlier…
Functional Attributes: the Samsung D600 is packed with lots of features
Functional Benefits: the features will make my phoning experience that much better
Emotional Benefits: I will feel more connected and special for having the phone
Aspirational Benefits: I will be successful and attractive like Jose Morinio, who when you come to think about it, is a bit like James Bond.
Functional Attributes: Powerade Aqua is water with added ingredients for active people
Functional Benefits: the water will refresh me and the active ingredients will give me more energy in the gym or something
Emotional Benefits: I will feel more dynamic and positive about myself
Aspirational Benefits: I will pull more girls down the pub and get a promotion at work
Functional Attributes: The Da Vinci Code is an entertaining adaptation of a popular book with popular actor Tom Hanks in it
Functional Benefits: on a rainy day with absolutely nothing else to do, it might be an entertaining way to kill two hours, maybe
Emotional Benefits: I will feel satisfied having watched the terrible movie that I never bothered reading the book
Aspirational Benefits: My self esteem will rise, secure in the knowledge that the majority of people have bad taste in books and films whereas I mine is immaculate
Please feel free to subit your own....
4 Comments:
I’m beginning to realise that I am actually a consumer bitch that is constantly being fucked by the brands that I loathe, but subconsciously worship. Setting fire to myself is the only solution. Perhaps.
I sympathise with your situatiuon sir, but would advise against setting fire to yourself... there aren't very many non-branded burn creams on the market.
I read the other day that hairy (irritating?-I'm undecided) television presenter Justin Lee Collins (who only last week brought back the A Team on channel 4)is attempting to resurrect Brut the aftershave. I bring it up because this was classic branding in terms of the aspirational values attached: it was marketed for men who aspired to be the true, red-blooded, lady killing, suave yet rugged hero. Sadly Brut can make a skunk pass out at 10 metres distance so it faded into obscurity. Precipitated no doubt by the increasing feminisation of men and the trend for male 'grooming' and the attendant re-branding of products more akin to women's cosmetics.
The other great thing about Brut was it's dangerous flirtation with everything it was meant to stand in opposition to, the 'brute', it's only one letter away from this atavistic reversal for goodness sake! So another aspirational factor: danger! There's probably a good case study in this brand...
The fuck?! since when has The Da Vinci code been a good book?
*blink*
I would also like to say that I live in London and live a pretty unbranded life. It sounds stupid, but until I ran across your blog, it never really occured to me that people might judge me by the brand of my tatty old trainers, or my random jeans bought from I don't even know where. I choose clothes that fit me comfortably and look good... and are affordable (that means rarely more than £20 an item).
I know most of my friends are a little more brand-aware, but I don't know anyone who takes it to these kinds of extremes. I'm reading your posts in order by the way, so am commenting on how you were at this point in time, not now, which remains to be seen :)
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