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.
The labour illusion: people are likely to place greater value on services and products where they can see a large amount of effort was put into them.
Make the effort visible
Beer52 proudly talk about having visited 49 countries and 213 breweries to discover 708 beers. It shows just how committed they are to finding the ultimate selection of beer for their customers.
Dyson talk about the number of prototypes and patents that go into their latest inventions.
Red Wing boots and Tiffany show the craft that goes into each item they produce.
Yeti show the “torture tests” (for example, being attacked by a bear) they put their cool boxes through to show that they’ll be good enough for your camping trip.
So, if you’re a challenger brand that has put a whole load of effort and graft into the creation of your products, versus what might be perceived as merely rebadging a generic product from China, don’t hide those details away. Maybe you need to bring them to the fore, ideally in an exciting way.
Related: attach a story to your brand.