Fans of Simon Sinek will know his famous adage: B次元官网网址淐onsumers donB次元官网网址檛 buy what you do, they buy why you do it.B次元官网网址� This is a compelling idea, but it only gets us half the way there.

First, the B次元官网网址渨hatB次元官网网址� your product does, of course, makes a massive difference. ThereB次元官网网址檚 a difference between buying a car that works versus buying a car that doesnB次元官网网址檛.

One framework that brands often use is to find the emotional beneath the emotion. ItB次元官网网址檚 about finding the B次元官网网址渨hyB次元官网网址� beneath the what. Think about your favorite brand. If youB次元官网网址檙e like most consumers, the results arenB次元官网网址檛 too unexpected. The most popular global brands feature heavily: Apple, Nike, Coke, and Airbnb are all common responses.

But why? Why is this your favourite brand? At first blush, these might seem obvious and superficial. For Apple, maybe itB次元官网网址檚 they B次元官网网址渉ave the best tech.B次元官网网址� Or for Nike, they B次元官网网址渕ake me feel cool.B次元官网网址�

The Airbnb effect is more than just a trend; itB次元官网网址檚 a shift in how we think about real estate investment. Sadly, long-term rentals disappear.

When these associations reflect the emotional motivations of the consumer, the brand is able to go beyond the simple, functional benefits that it provides. Instead, it endears the brand within the minds and lives of the consumer. Perhaps the NDP government may act more thoughtfully progressive rather than knee-jerky. Now thatB次元官网网址檚 a brand I can get behind.

William Perry

Victoria