When consumers choose a specific brand, they often ask deep, subconscious questions that go beyond functional or surface-level considerations of the product, like price or convenience. These questions reflect their values, emotions, and long-term needs.
One of the most perplexing statements I make to the students in my marketing classes is, “You can’t buy a Ford.” Their first thought is, “What’s he talking about, … sure you can.” To which I reply, “No, you can’t.” Go onto any car lot and ask to buy a Ford. The salesman’s bewildered looks will be proof enough that it’s impossible. And if you ask enough times, he might even throw you off the lot for being a little crazy.
- Messy store, messy mind.
- Thriving store, thriving mind.
In 1958, the "grumpy old man" advertisement emerged as a groundbreaking concept from the McGraw-Hill business magazine group. It depicted a cantankerous older man who epitomized the skeptical customer of that era.
The man is asking a salesman,
- I don't know who you are.
- I don't know your company.
- I don't know your company's product.
- I don't know what your company stands for.
- I don't know your company's customers.
- I don't know your company's record.
- I don't know your company's reputation.
- Now—what was it you wanted to sell me?
