When it comes to understanding buyer behavior, one thing that always is taken note of is trends. Brands that set trends such as Apple’s line of products show it is possible for a brand to establish a value proposition that is driven by and in fact, drives style. But how is it possible for a single brand to gain a following that can probably be considered close to cultish? Perhaps the answer lies in understanding the buzz that lies beneath the creation of a herd.
It is a very human need to belong and be part of something — herding is practically a basic human reaction. Take for instance the creation of a market for mobile gadgets. Since mobile technology kept people who were on that same technology together, others would get it as well. But, let’s say you’re going for something else. Let’s say your product is about being set apart from the rest.
The entire line of Apple’s products is probably the best case when it comes to being “different”. Its popular PC vs. Mac campaign attracted people by marketing themselves as different from the more popular and therefore more “boring” or “safer” brand. And even in its past campaigns, there was a focus on the Mac user being the innovative one—the clearly different one. The value proposition placed on Apple’s products was based more on a focus of who its users were instead of simply what the product is about.
So, is it possible to create a value proposition for your own brand through a focus on users? Definitely. And it helps in the creation of buzz as well. If the brand encourages a youthful image with the right features to go with it, then it isn’t a far-fetched idea to market it as something used by a youthful market. Creating an image to go with the brand is a powerful way to draw in a herd.
And a herd is even easier to keep nowadays with the latest marketing tools that put a higher premium on community building and being social. With the right mix of marketing, it becomes possible to build a brand’s value on the quality of its community alone.
Is your product or service clearly connecting with a specific customer? Does its style and brand elements align to that target market?
Related articles for further reading:
- Mac vs PC Guy Commercials May Not Be Over Yet (corporate-eye.com)
- Crowdsourcing: Beyond the Basics (convinceandconvert.com)
- Microsoft launches “PC vs. Mac” site to explain why Macs are no good (geek.com)
