Tuesday, December 11, 2012

Why The Focus On Soft Attributes?

Brand expert and co-originator of the concept of positioning, Al Ries, recently wrote a column explaining why marketers would be better served to promote the hard attributes of a brand, as opposed to soft attributes such as their feelings of emotions.  Or actually telling them how they should feel.

In support of his argument, I'll add that his point that a hard attribute is reinforced every time the product or service is consumed, whereas a soft attribute is not.  How the consumer feels really depends more on the mood of the consumer than anything else. 

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