What Makes People Buy: Identification

How come artists can see larger truths, tell us about them and we still don’t listen?

A love the line from Hot Hot Heat’s Le Le Low song about 36 seconds into it when they sing

Fashion is feeding us Identification.

Give it a listen if you’re not at work and dig high-energy alt rock.

Does your product offer Identification?

FUBU does. (For Us By Us)
Not too many white boys wearing FUBU. And if you are a young black man and want to identify (align) yourself with the Hip Hop community, FUBU is your brand.

Abercrombie & Fitch.
Not too many old folks buying shit at A&F. If you’re a young suburbanite and would like to identify yourself as such….well, you get the point.

Billabong.
Yet another brand with strong association with a specific and narrow community. In this case skaters.

LACOSTE.
Question. How do you spot a yuppie? Answer.  Look for the alligator on his chest.

Martha Stewart and Oprah are just two examples of branded cult of personalities which managed to capture large segments of consumer markets. Who’s your fave?

Martha Stewart and Oprah are just two examples of branded cult of personalities which managed to capture large segments of consumer markets. Who’s your fave?

…the list goes on and on.

If your brand is lucky, a social group will identify (align) themselves with it.

Good thing about this is that if your brand is able to tap into the desires of a particular social group, you’ve already made your sale.

The Identification taps into the existing desires of the market.

Here are some examples:

  • No one needs to convince women to want to feel sexier and more confident. That desire is already there and Victoria’s Secret is there to capitalize on it.
  • No one needs to convince men to want to appear more manly, rugged and outdoorsy. That desire is already there and Marlboro Man is there to capitalize on it.
  • No one needs to convince graphic artists, musicians and similar creatives to appear as such. That desire is already there and Apple is there to capitalize on it.

Relax. I’m one of you.

LL Cool J. Ladies Love Cool J indeed.

LL Cool J. Ladies Love Cool J indeed.

If consumers are presented with the correct image of the product, people who posses those qualities will buy the product in order to publicize their ego.

But heres the real motherfucker.

Those who don’t (posses those qualities) but want to appear as if they do, will also purchase your product if it’s sending the right signal.

Point made...but dont stop here. What brand do you identify with? What image are you trying to project?

Point made...but dont stop here. What brand do you identify with? What image are you trying to project?

Does YOUR product suggest qualities that people want to flaunt?

Now, if you’ll excuse me, Ima go get a $5.00 cup of coffee at Starbucks to signal to the onlookers that I can afford a $5.00 cup of coffee. Which will in turn signal to the ladies that I’m a good provider, er go a suitable mate.

And you thought that coffee is just coffee.

So let’s be honest. You’re amongst friends here.

What brand do YOU identify with?

What qualities are YOU hoping to signal to a potential mate?

Human generated very related posts:

Fear: It’s What’s For Dinner

Why Every Business Owner Must Become Expert Marketer

I recommend these books for further research.

(Amazon Affiliate Links)

Cashvertising by Drew Eric Whitman is quick, easy, jam packed with great info.

The Culture Code by Clotaire Rapaille is in depth, well researched, head and shoulders above the other books in the similar vain.

Buyology by Martin Lindstrom Like the story of Goldilocks, this one is neither too quick nor too in depth but it’s just right for anyone who wants to have a really practical understanding of what motivates buyers. It rounds out the set nicely.

Dino Dogan

Global Force for Badassery | Founder of Triberr | Refugee from Bosnia | Writer for Technorati | Speaker | Lousy Martial Artist | Pretty good singer/songwriter | Hi :-)

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  • http://twitter.com/jaennutter Julie Nutter

    You should read a book called Snoop. I can’t remember who wrote it at this very second, but it does give some rather interesting insight about the human condition, much like the books suggested above…which are going on my wish list =]

    • http://diyblogger.com/ Dino Dogan

      Im checking it out on Amazon right now…it looks right up my alley :-)

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  • http://www.inspiredwish.com Jeanie

    I’ll never look at a purchased cup of coffee the same! It’s like feakin onion, it has layers of meaning.

    I have a question. Can you be trying to feed too many Identification taps?
    My welcome spiel is ‘I help women make the most of their wardrobes by looking great with accessories’.
    I tap into…
    - females who want to look good (Image aware).
    - make the most of their dollar (most likely shop to a budget).
    - who like hand made. (like originality & custom pieces).
    - who probably can’t afford an Image Consultant, or who never get around to arranging that.
    Your thoughts appreciated. Have I finally worked out who my target market, or am I trying on please too many egos at once.

    • http://diyblogger.net/about Dino Dogan

      I saw your tag line on your blog and thought it was excellent. Here is a variation to ponder.

      I help women make the most of their wardrobe by looking great with handmade accessories (implies one of a kind uniqueness). You can also use “custom” instead of handmade.

      Youre hitting the right notes…great job :-) Did you come up with the tagline yourself?

      • http://www.inspiredwish.com Jeanie

        I like that, ‘handmade’ bumps the last word to the bottom and to the left side all but itself. Which is why I never used it. ‘Custom’ works and it sits nice. Thanks for the tip! It’s now in place =D

        Did I come up with that myself? I’d like to say YES…and that is mostly true!! It was inspired from an e-workbook I came across. You know the type, define what you do. Define who would be into that. What problem do you solve? Now put it all together in a few sentences. The aim was to make it so when your ‘people’ stumble across you they say ‘that’s me!’ and stick around. I tried this a few times and sucked at it. This particular ebook just spoke to me the right way, at the right time.

        • http://diyblogger.net/about Dino Dogan

          I like it…it works nicely.

        • http://diyblogger.net/about Dino Dogan

          I like it…it works nicely.

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  • Betsy Cross

    Gave me something to think about! I actually got an image in my head! Thanks!
    Betsy