Belief Is The New Benefit: Why you need to find your deeper brand
Time to rethink what you’re selling.
We’re living in a time when every brand is rethinking who they are and what they stand for.
That’s because at some point during the Apple revolution, consumers stopped buying products. They stopped buying specs like more horsepower in their cars or greater color options for their shoes. They stopped buying features like cheaper price for electronics or faster delivery of their food.
And at some point, they even started migrating away from benefits like productivity by way of their note taking apps, or the confidence that comes with a whiter smile, or anything that stopped at being aspirational.
What people started buying instead was beliefs, and nearly every new disruptor out there is banking on that insight.
Belief is the new benefit. Users are buying not the product, but rather the larger belief that makes that product necessary.
And for all of you that think you sell more ‘practical’ products immune to this new branding frontier, like toothpaste or moving services or mortgages, I guarantee there is someone plotting to steal your market with a belief, right now.
