Wednesday, October 12, 2016

What Can Brands Sell?



Most of you know that a brand can and should be much more than the product or service to which it is applied. And brands can and should promise customer benefits beyond purely functional benefits. I have said often that brands should deliver emotional, experiential or self-expressive benefits. Or they should stand for something and share values with their customers. So what are some of these less than completely tangible benefits that brands could own?

  • Aesthetic beauty
  • Poetry
  • Symmetry
  • Nostalgia
  • Confidence
  • Silliness
  • Playfulness
  • Humor
  • Reassurance
  • Strength
  • Harmony
  • Excitement
  • Surprise
  • Warmth
  • Nurturing
  • Status
  • Permission
  • Understanding
  • Acceptance
  • Belonging
  • Serenity
  • Freedom of expression
  • Discipline
  • Concentration
  • Safety
  • Inner peace
  • Creativity
  • Vision
  • Risks
  • Adrenaline rushes
  • Lightness
  • A wakeup call
  • Wonder
  • Gratitude
  • Foregiveness
  • Passion
  • Intensity
  • Stimulation
  • Knowledge
  • Wisdom
  • Truth
  • Raw emotionality
  • Shock value
  • Release

If you haven't thought about your brand in some of these ways, consider it. It will bring a whole new dimensionality to your brand.

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