Past, present, or future?
Interesting thoughts from Confessions of a Brand Evangelist...
In this post Aaron posits why we buy - I tend to agree.
As marketers, we often talk about demographics and customer segmentation as if people make buying decisions based on who they are right now. Yet personal experience tells a different story. I find that I buy based on who I want to be, not who I am.
If we accept this as an axiom, then what does that say about the experience the customer is expecting when they interact to purchase the product or service? Is it based upon where they are now, or where they want to be in the future? Or could it be both?
This is a good example where brand and experience have interdependent roles...
In this post Aaron posits why we buy - I tend to agree.
As marketers, we often talk about demographics and customer segmentation as if people make buying decisions based on who they are right now. Yet personal experience tells a different story. I find that I buy based on who I want to be, not who I am.
If we accept this as an axiom, then what does that say about the experience the customer is expecting when they interact to purchase the product or service? Is it based upon where they are now, or where they want to be in the future? Or could it be both?
This is a good example where brand and experience have interdependent roles...
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