Positive trend talkability comes like a flood, but soon
leaves like a gold digger that found out their partner went bankrupt. Ok, that
is a little drastic, but the truth of the matter is trendy brands that get
front-page coverage seem to fade away within a few years.
In the last 3 years I remember everybody trying to align
themselves with Tom’s Shoes. The climax was the AT&T commercial. But in the
last 6 months or so the excitement has seemed to die down. Even those in my
circle of influence who once was super excited to talk about their over priced
slip-ons has seemed to disappear. Don’t get me wrong, I love Tom’s cause but
think this is a great example to illustrate my point.
On the other hand there are brands that have positive value
talkability like Snap-on tools that never make prime time, but have captured
their markets tongue and have held it for at least the last fifteen-years I
know of. You can walk into any mechanic shop and ask what is the best tool
brand and you will find the majority of them will rave about Snap-on.
I believe the difference between the two is that once is
focused on the emotional value (trend) and the other is focused on the tangible
service or product (value).
SIDEBAR: There is a split in emotional value:
1. How you make people feel by helping others
2. Elevating the self view of the purchaser (like weary a piece of Tiffany’s
jewelry)
Comments