• Matteo Rinaldi

What Are You REALLY Selling?

It is a matter of fact that successful brands occupy a specific space in the minds of people; indeed they represent certain values & attitudes.

When a journalist asked to John Russell, Harley Davidson VP, what are they selling, he could have answered simply, motorbikes! Instead his answer was: “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him”.

With his answer, Russell, pointed out that the secret of success is that in order to engage emotionally with their customers, the brands have to represent a certain lifestyle. From 1996 to 2006, he was able to more than triplicate the revenues of the company, moving from selling motorbikes to sell an emotional experience.

Before working with Garrison Group, Bayer was having a hard time fighting vs. Viagra with their Levitra brand. By a deep understanding of the target as human being: needs and fears, Garrison Group helped the brand to change the roles of the game, moving from a pharmaceutical product, that people was ashamed to use, to a cool gadget that people takes just like chewing gums and that makes them feel empowered: I am James Bond.

Big brands such as Apple and Red Bull go far beyond features and benefits to drive more motivating value for their consumers. People buy for emotional reasons and more in particular for what the brand represents. This is the reason why, it is very important to deeply understand consumers' fears, needs and tensions in order to answer to the big question:

What Should I REALLY Sell, to achieve exponential growth?


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