Water bottles, coffee mugs and the power of brands
Posted by Shoestring Branding | Posted in Branding, Offline Marketing, Online Marketing, Web 2.0 | Posted on 30-12-2009
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The following example is a testament to the power of brands.
Head over to your closest Whole Foods and you’ll probably see this Sigg reusable water bottle display:
Each bottle sells for $19.99 or more.
If you head to Walgreens, you will find very similar bottles selling for $3.99. The difference?: the brand is not Sigg.
Keep browsing through the Walgreens aisles and you’ll find these coffee mugs (essentially the same product plus a little bit of insulation) selling for a whopping $17.95:
Why would somebody pay between 350% and 400% more for essentially the same products?
Because of the power of brands…
You spend $19.99 on a Sigg not because you need a water bottle, but because you want to tell the world that you are hip, environmentally conscious and stylish. Similarly, you don’t spend $17.95 on an NC State coffee mug because you want to keep your coffee warm, but because you want to display your college colors with pride.
People are willing to pay to belong to a tribe,
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