Why Your Time is Valuable
“Although we outgrow stuffed animals, we never get beyond the irrational logic of authenticity and essentialism. There are certain things whose value depends largely on their legitimacy. While I might listen to bootleg music on my iPhone, I want the phone to be genuine. I want that Apple logo to be real. Why? Because the brand has effectively woven itself into my emotional brain. Because when I see that logo, I don’t see a functional object. Instead, I’ve learned to respond to everything that isn’t functional, all those subtle connotations conveyed in the glossy ads. There are many blankets in the world. But there is only one blankie. The best brands are blankies.”
My watch is more than just a timepiece, and chances are, you own at least one or two items that fall into the same category. This kind of branding, common in retail, can show us a thing or two about how promotional products can create the same real connections with end-users. Read the article, and then answer this question: What are you doing to turn your clients' brands into blankies?