By Steve Stokes, Planning Partner at Dog Cat & Mouse.
Here’s a sneak peek from our Choice Project report on behavioural science principles for brands.
If a product being sold has a story attached to it, it is likely to be perceived as more desirable and, as a result, people may pay more for it.
Stories that give products meaning
Moleskine notebooks tell us that they’re based on the original notebooks that Picasso, Hemingway and Van Gogh all used, instantly telling us that they’re notebooks for creative types.
When Howies talk about the Bedford Cord used in their jeans, they talk about the history of the material and how it is often used to upholster luxury car seats — the Rolls-Royce of fabrics.
Hiut Denim tell us about how their jeans have revived an old factory in West Wales to make high-quality jeans.
For Reggae Reggae Sauce, the story is all about Levi Roots and his guitar, his grandmother’s recipe and his appearance on Dragons’ Den.
So, challenger brands, dig out your compelling stories about your brand and products and make them shine.
Related: the labour illusion — showing the effort behind your products.