Consumers have a capacity to form only a limited number of close, emotional associations with brands and offerings from among all those they come into contact with. You want to make sure that yours is one of them.
The way to achieve that is to think of yourself as being in the business of providing lifestyle enrichment to consumers. This perspective allows you to stay continuously relevant to a broad audience.
Consider the example of Doritos and Russian Roulette. That’s right, Russian Roulette. Here is the story: In order to ‘spice’ up the experience of eating a bag of chips, Doritos has created a fun, even thrilling game element. Each bag contains a few, secret, blazing-hot chips – which are undistinguishable from the others until they are in the process of being eaten. This simple idea transforms a bag of Doritos from just a snack to a source of entertainment, providing an enriched consumer experience in the process.
