3. WHY WE BUY - EXPRESSION

Most of this audience lives in an affluent society where the commoditization of shopping has become like the 'botox' of retail. Every week (or more frequently) we go out seeking our 'fix' to satisfy our wants. For years marketers have sought to define their brands in terms of self-expression, and many consumers do identify with that. As markets have fragmented, diversity has blossomed, and the range of individual expression has increased exponentially. Establishing the 'sign value' of their brands, has become an increasingly tough job for marketers. Relevance and cut-through have become a necessary but not sufficient condition for success. What 'sign value' is important to your customers ? How do you present that in your retail (including online) offering ? Because opportunities for self-expression do prompt changes in shopping behaviour. Increased sign value increased involvement. It should be simple. Insight pays.