Wednesday, 9 August 2017

Hypnotic, dangerious and fun.

Q- Who wins in the battle between consumer and marketeer?

Loyalty points are war. In one corner we have the marketeers offering us every kind of promise. In the other we have the consumer- peering out curiously and occasionally darting out to grab this or that free thing without ever signing the dotted line.
Which side wins? The one who plays the game most seriously. The picture is of a 'free' cup of coffee I had from Waitrose recently. Was it really free? I had to buy something to qualify and settled on a bag of pasta.

I could just as easily have bought a single Brussels sprout for a penny. Some people do this.

I guess I am playing to win- but only to a degree.

A- If we see the relationship between buyer and seller as a dance and not as a conflict we can both win. The marketeer creates branding as a way to increase the desirability of products and the pleasure of purchase. Provided we do not lose ourselves in the magic we can both win. WEnjoy brands-but do not believe in them.

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