Philosophical question – where does want or desire come from?
For example, why does a person like one brand over another?
I think it starts with the 5 Stages of Awareness – Do they know they have a problem, do they know a solution exists, do they know your solution exists, does your solution satisfy one or more of their psychological states / values.
There’s also the famous Robert Cialdini principles of influence: reciprocity, scarcity, authority, commitment, liking and consensus.
Where product & marketing comes in is communicating those values through consistent, on-target messaging, over time. The product must solve a problem (even if the problem is – how do I get more self-esteem, how do I fit it, how do I elevate my status, how does this contribute or enhance my identity…), it has to look good, has to be in the right price point, has to be of sufficient quality, have good 3rd party reviews, from a trusted brand where there is value alignment.
I believe you can make someone go from out of market to in-market through the right product and marketing activities.
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