When you really think about it when you buying a brand or product. All the aspects of its value, to you, come from your experience. From the moment you desire it, look for it, purchase it and use it through the end of your experience with it. This lifecycle brings our world of what we love and what we could care less about into the emotional realm.
We live in experiences that consistently verify us. So this experience begs the question of what do we identify with? who do we aspire to be? what’s our version of cool?
We are shaping our experience through all the ones thrown at us. The ones we aspire to, crave, reject. They’re all part of us.
So the brand is really a creation of our personality and chunk of our identity in our lives. It’s our story combined with the brand’s story.
So, what’s your brand cool?