Inspire Issue 38 English.pdf - Iggesund

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8 inspire • #38 [2011] Have to Have It Certain brands have the power to elicit loyalty that borders on obsession. Inspire takes an intimate look at how products seduce us. Text Jocelyn Hanamirian Illustration Team Hawaii www.iggesund.com
Every month thousands of people from Venezuela to Saudi Arabia convene to discuss a common passion: their Harley-Davidson motorcycles. Since Harley-Davidson started its Harley Owners Group (H.O.G.) chapters in 1983, enthusiasts in dozens of countries have met at dealerships to discuss current events in the motorcycle world and to organise group rides for charity. Some of these owners have tattoos bearing the precise engine model powering their bikes. Harley owner and parts specialist Sean Sheinin explains that a fanatic can identify the distinct rumble of a Harley engine at once. The tattoo is just another way to sound off. How do some brands command such devotion from their consumers? And what, psychologically speaking, motivates consumer obsession with certain brands? While a fanatical consumer will tell you it’s all about quality, quality is just the beginning. Marketers use three metrics to measure a product’s value to consumers: functional value, hedonic value and symbolic value. While functionality is essential to any product’s success and any enjoyment delivered though consumption is a plus, what drives brand obsession is its symbolic value, the ability of a product to signal certain messages about the purchaser. Joseph Nunes, associate professor of marketing at the University of Southern California School of Business, brings up Grey Goose vodka as a brand that has successfully harnessed this value. “If you think of vodka, it is a notoriously odd category, because vodka is supposed to be this odourless, tasteless beverage,” he says. “What Grey Goose has done is come out with a campaign calling itself the best-tasting vodka in the world. It has set itself apart as top shelf, and people use that message at the bar when ordering their drinks. They use what they’re drinking as a way to define their identity.” Put in psychological terms, says Dr April Lane Benson, a New York-based psychologist who specialises www.iggesund.com #38 [2011] • inspire 9
Page 1 and 2: A magazine from Iggesund Paperboard
Page 3 and 4: Inspire, a source of inspiration, p
Page 5 and 6: about the actual numbers. People do
Page 7: Avril Le suspendre au bout d'un fil
Page 11 and 12: in compulsive buying disorder, peop
Page 13 and 14: New York’s Marc Benhamou, the fou
Page 15 and 16: Pasta in a black box In Italy, the
Page 17 and 18: www.iggesund.com
Page 19 and 20: Confident taste buds test the paper
Page 21 and 22: Text Anna McQueen Photo Fendi IN AU
Page 23 and 24: Client: Heudorf Kommunikationsberat
Page 25 and 26: Student designers in France take up
Page 27 and 28: PARIS LONDON NEW YORK HAmbuRg Think

Inspire Issue 38 English.pdf - Iggesund

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