“It started with a simple battery”
“The results were stunning. In just a few years, AmazonBasics had grabbed nearly a third of the online market for batteries, outselling both Energizer and Duracell on its site.”
Brands have value because they create value
They solve specific consumer problems
Old problems:
How can I trust this won’t kill me?
How do I know it works?
Who do I blame if it doesn’t?
Modern problems:
There’s too much stuff and it all works - how do I choose?
Future?
They solve specific consumer problems
Old problems:
How can I trust this won’t kill me?
How do I know it works?
Who do I blame if it doesn’t?
Modern problems:
There’s too much stuff and it all works - how do I choose?
Future?
“consumers asking Amazon’s Alexa to “buy batteries” get only one option: AmazonBasics.”
“About 70 percent of the word searches done on Amazon’s search browser are for generic goods.
That means consumers are typing in “men’s underwear” or “running shoes” rather than asking, specifically, for Hanes or Nike.”
But brands tho
That means consumers are typing in “men’s underwear” or “running shoes” rather than asking, specifically, for Hanes or Nike.”
But brands tho
As we moved up
Maslow’s hierarchy
Brands evolved from
Safety
To providing other utility
To consumers.
Beyond choice of course
There are identity and status signifiers
Both internal and external
But
The non-rational behavior
Of paying price premiums
Always has a value.
Maslow’s hierarchy
Brands evolved from
Safety
To providing other utility
To consumers.
Beyond choice of course
There are identity and status signifiers
Both internal and external
But
The non-rational behavior
Of paying price premiums
Always has a value.
