Google+ Consumer Psyche: More than functional


Tuesday, March 23, 2010

More than functional

Whoever concocted this delusional idea of connecting on a physical level is enough in a relationship is not completely right. Eventually the emotional connect is what matters as the physical wears off. Am talking about friendships, relationships, etc. Once the initial glittery sheen is worn off it just matters to see how soon it breaks and the dream crumbles. What is sought is more than physical, in other terms, emotional.

Let me explain.

When you buy a product, you expect the physical need primarily(agreed this isn't the case sometimes, but mostly, yes) and the expectation is limited to the functionality or physical fulfillment. But in order to pick up the product again from the retail shelf the brand needs to ensure this: Delight in terms of the functional need or pitch emotionally to make the consumer connect his psyche to the appeal of the product. Better are the ones that gets passed on both counts. With the competition being rough, the need to connect emotionally and relate to the consumer is very important.

Going back to relationships, what holds is one that is more intellectual than functional. Ain't it?


Dr Chowdari Prasad said...

I picked up a book recently on branding from Mangalore Airport. Its titled BRANDS AND BRANDING - published by THE ECONOMIST - a compilation of 15 articles on Branding by 18 Authors who are Branding Experts from all over representing best of companies / brands. Suggest you too to read.

Piyush said...

Tiger bhai,
thanks a ton for writing a blog on branding. I dont comment on your often does'nt mean that I dont follow it. Talking about the emotional connect, I find this part difficult to be applicable in complex functional products or in B2B scenario.
For example people stick with Orkut or Blogger instead of FB / Wordpress, does it mean they are emotionally or functionally connected? I am confused. Its like brand is more important than quality? Difficult to answer but easy to give opinion.