How do you explain that feeling in your stomach urging you to buy that product, or more importantly what is it that tells you to say no ”I’ve got a bad feeling about this” what is it that makes some brands more appealing than others on the market that perform the same function, or in many cases perform the same function and more at a better price with better customer service. Why is it that I bought an Iphone when I knew the Sony Xpperia was better! Why is it that Google have poured endless amounts of money into Google Plus and they can’t make it work? Or more dramatically what was it that killed Bebo?
Why is both the question, and the answer!! Most failed entrepreneurs will tell you that their company failed because I was ”under-capitalized, market conditions weren’t right or bad people”. NO those reasons were merely challenges. All successful brands think, act and communicate in the same way! Every business knows what they do, most know how they do it, but hardly any understand WHY they do it!!!
Most marketing campaigns say what they do how they do it, however not very many justify their existence! People don’t buy what you do, they buy why you do it! The goal is to do reach the people through empathizing and reflecting their beliefs. This is not just me floating a hypothesis. The human brain can be broken down into 3 components (In marketing terms) The Neo-cortex which controls rational, language and interpretation. The second (The marketing key) controls feelings like love, trust, loyalty and most importantly behavior and decision making. This system has no capacity for understanding or interpreting language.
We have all done it! We have all bought that new expensive watch or expensive phone, Why? it wasn’t because it was better value, better quality or better customer service, those are reasons we use to justify our purchase after and allow us to feel like we made a rational mature decision. When a tension exists because of a decision we have made this is called Cognitive dissonance, the process of decision making doesn’t end after purchase but continues after we make the decision.
This explains our behavior after we purchase a product at a high price such as an e.g Apple I-pod as opposed to buying an Mp3 made by Dell. Dell are equally qualified to make an Mp3 player as Apple, however we wouldn’t feel comfortable about buying an Mp3 player from a computer company? in the same way that I wouldn’t feel comfortable buying life assurance from Tesco. However people are perfectly happy to buy the very expensive Apple I-pod, as we justify Apple’s I-pod ‘because they believe in making great products and our limbic brain has become to grow, trust and be loyal to Apple, in the same way that Honda, Harley Davidson and Cocoa Cola have managed to establish a tribal following.