(*To a greater or lesser degree.)
You're not just baking cupcakes for your kids, you're creating food memories. (There is no greater emotional purchase than food: it says just how much you love yourself.)
Consumers increasingly seek comfort and connection from brands. Emphasis has moved from what the product does––the golden age of the unique selling proposition (USP) and product demonstrations––to how the brand makes you feel. The soft sell.
Says Bob Lutz GM's former head of design:
“These days when everything mechanically in a car is great, design becomes a huge differentiation. The interior assumes a bigger role because it's where the customer lives. A thoughtful interior will provide huge long-term owner satisfaction. Cars and trucks are marginally about moving people from A to B. A $2000 used Cavalier will do that. Vehicles have become expressions of our identities. If you don't meet people's psychological needs you're dead.”