Consider the endless search for position, and youre on the path that leads to the heart of buyer behavior. Because in plentiful buyer societies, position is the No. 1 motivator driving most of what people do if they acknowledge it or not, So whats next for status?
In 2016, buyers will embrace a new turn on a conventional form of cachet: exclusivity. That means position TESTS that force them to actively prove their worth to the brands they want to purchase from.
Yep, buyers showing themselves to brands. We all know that many shifted their position fixation away from ownership and towards experiences so far, so 1998… . But when ice cream may be delivered on demand by a taxi company, its clear that the doors to the experience economy have been flung large open. And theres little position in anything that comes easily.
Meanwhile, experienced and savvy buyers became more comfy with the idea of brand led demands that finally serve customers best interests. And position TEST do just that, by letting buyers the chance to prove expertise, creativity, good taste, insert position marker of choice here. And, whats more, to join a gated community of others whove done the same.
