TBP’s 20th anniversary: the design research diaries 1993-2013 (Entry 10)
It’s only 7 days until our 20th anniversary. Each day we have been sharing from the TBP vaults our insights and musings on design and design research. Here’s number ten –
Entry 10 of 15: Sell the sizzle, not the sausage
Have you been in a Jack Wills recently? Because if you look hard, amongst the quirky art installations (like branded Land Rovers), the ironic art collections, the retro Chesterfields, the vintage suitcases and the stags on the wall – are some clothes.
The brands that are winning have worked this out. It’s not about how good your product is – how white it gets your whites – it’s about what that means – the pride of being a great mum. Sell the sizzle, not the sausage, as the old adage goes.
By Stuart Chapman