An interesting article in KioskMarketplace on the importance of branding in self-service:
Most consumers are unaware of the careful planning that goes into the design, packaging and marketing of the products and services they enjoy. Most of them donâ€™t know why they feel comfortable when they walk into a Starbucks; they just know that they do.
This non-tangible, hard-to-quantify relationship between consumers and the products and services they buy is at the core of a successful business.
“(A brand is) primarily an emotional process of engagement. Branding is about 95 percent emotional, and a large part of that 95 percent is at an unconscious level.”
Thatâ€™s a tough pill to swallow for those who would like to believe it is their product, or their hard work, that should get the credit for success.
I was tempted to agree with the 95/5 percentage, but on a second thought, I don’t think that a bad product/service will make it on a long run just based on its emotional affiliates unless emotion is the need the product adresses. I would rather say the 95% “emotional choice” is rather affecting the choice between two extremely similar products, say Coke vs. Pepsi for example, or as Ms.Janelle Barlow, Ph.D put it in the artlcle mentioned before:
The functionality of your devices â€” pretty similar, right? So the question is, whatâ€™s different? Thatâ€™s really your strength. Inside an industry, functionality is really not going to be that different.