Yesterday, I wrote a post about providing people with Brand Stories to make them feel special & unique for being associated with a particular brand.
And, today, I came across this fun presentation by Russell Davies, a well-known planner in the UK, called Playful. He refers to something similar - pretending! His presentation talks about how we buy products that allow us to pretend to be something/someone else - enticing an emotion based on a brand association.
For instance, he talks about watches:
Russell implies that it is the ability to pretend adds value to the products or services we buy. Which completely makes sense, as we, consumers, use brand association to communicate elements of our personality that exists or that we wish to create.I believe brand stories, which I talked about yesterday, gives customers the background they need to be able to pretend - the right product creates the desired sensation for you to feel how you want, whether it be a pilot, action hero, glamourista, etc.
It has created a great way to give its customers brand stories, while enabling them to create their own brand story as well. It features the versatility of the trench through modern day images, along with giving consumers the history of this classic fashion piece through the decades!
In addition, to providing consumers with stories about the trench coat, it also gives them an opportunity to share their own story & photo about their trench coat! This is beneficial for 2 reasons:
- It excites and engages customers because of the potential thrill of momentary fame, and the ability to express themselves!
- It deepens the customer's relationship to the Burberry trench coat, because they have gone out of their way to put together a striking outfit with their coat and begin to think how special it is to them - making them more loyal to the Burberry trench!
Posts
Great post with a really good example. Storytelling is so important in engaging with consumers and giving them something to aspire to. I think that pretending is part of this, but the brand story needs to be authentic. So watch brands with genuine stories to tell in aviation, travel, formula 1 etc. need to ensure that they actually do have relevant and substantial credentials.
ReplyDeleteHi Brandhabits! Thanks for commenting on my blog!
ReplyDeleteI completely agree with your statement. I don't think I focused enough on mentioning that the brand stories give customers reasons to believe in the brand promise (i.e. Actions Speak louder than words). And these brand stories create the ability to pretend.
For example, as I mentioned in my previous post, I bought a Marc Jacobs bag with the brand story that it's one of the first true red bags Marc has produced and it was influenced based on his upbringing with his wealthy Grandma in New York - knowing this make me feel like an "insider" in the elusive luxury world - this is my pretending moment. However, it's backed by a brand stories that upholds the brand!
Thanks again for your comment! Hope to hear more from you!
It has designed a Cheapest Diablo 3 goldfantastic way to supply it's buyers model stories, although allowing them to make their unique company account as well. That capabilities the versatility in the trench as a result of modern-day graphics, as well as offering consumers the historical past of the gw2 goldclassic fashion bit with the years
ReplyDeleteGreat post! Some things you have shared the information. Thank you for sharing this stuff. great blog post!
ReplyDelete