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Personal Development Lessons from Branding?

Personal Development Lessons from Branding?

Personal Development Lessons from Branding?

    The Story of the $800 Jeans

    Jeans Isolated With clipping path

      I recently watched a presentation given by a journalist (Benjamin Wallace) who had taken an extensive look at the way people shop; what they buy, why they buy, how much they spend and why some people are prepared to part with obscene amounts of money for the supposed ‘top shelf’ versions of every day items (jeans, wine, olive oil, beds, coffee).

      His talk was essentially an exploration into the psychology of shopping. I laughed as he (the journalist) expressed his disappointment at test-driving a pair of $800 jeans which looked, felt and ‘performed’ the same as his $50 jeans. Not only was there no discernible difference (to him), but over an entire week of wearing his new expensive duds, not one person complimented him on how amazing he (or they) looked. “Then, what’s the point?”, he asked.

      I know the Feeling

      I identified with this story because I was given an expensive pair of jeans for a birthday a few years back. While I appreciated the gift and wore them gratefully, I had no idea that they were expensive until someone (some months later) saw the label and complimented me on owning a pair of that particular brand of jeans. I nearly fell over. Of all the things to be complimented on, the brand of my jeans wasn’t high on my list. I was amazed that they could be impressive to someone. To me, they were simply one of the five (or so) pairs that I owned. No better or worse than any of my other ($50) jeans.

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      What Logic?

      I was extremely interested in Wallace’s study and subsequent report as I have a fascination in this area; the value we place on labels. Having worked with a broad socio-economic cross-section of people over the last two and a half decades has given me a great opportunity to observe ‘shopping behaviour’ and the rationale behind those purchases first hand.

      Like my client who would never buy a pair of shoes unless they cost at least a thousand dollars because “they couldn’t be any good otherwise”. Or the forty-something guy who bought himself a high-powered Ducati motorbike even though he was a complete novice with no riding experience or skills. When I (an experienced motorcyclist) advised him to buy a different (cheaper, safer, slower, more appropriate, learner-friendly) bike, he didn’t want to hear about it. He was only interested in the look and the label of the bike; he wanted to be a Ducati owner no matter what.

      300 Kilometres Later…

      When he got the bike it absolutely scared the crap out of him (because he couldn’t ride it); as I knew it would. I had to ride it home from the dealership for him. He rode it three times (in a year), put 300 kilometres (180 miles) on the clock and then sold it for $9,000 less than the purchase price. He was in love with the ‘theory’ of a Ducati but not the practical reality. He had bought an image, an idea, a brand. A delusion. And as so many of us do from time to time, he let his ego run the show, dictate his behaviours and waste his money. He wanted to be a Ducati owner and rider so much that his emotion (need to be cool, popular, desirable, respected, tough, macho) temporarily over-shadowed his intelligence, common sense, fear and his obvious lack of riding ability.

      Label Lunacy

      People who shop for particular labels and brands rather than individual products which will suit a purpose or meet a need, have always intrigued me. It’s no revelation to hear that some people are devoted to, if not completed addicted to, owning certain brands and labels – and not because of the actual product but because of the perceived prestige (acceptance, approval, recognition, popularity) that comes from owning, wearing, drinking, driving that particular label or brand. Don’t believe me? Hang out with some teenagers for a while and see what it means to own the right shoes, jeans, jacket, MP3 player, phone, etc.

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      A Hypothetical:

      Red Sports Car

        Imagine if you and I took the latest, never-seen-before, $100,000 BMW coupe and we re-branded it as a Hyundai for its launch into the market place. Not only do we re-brand it as a Hyundai but we also reduce the price by forty percent, so now we have a $100,000 BMW selling for $60,000 in Hyundai clothing – so to speak. So the exact same car (motor, technology, interior, exterior, performance, quality) which would have sold strongly as an expensive BMW is now being offered to the same potential buyers at just over half the price – as a less prestigious and less desirable brand. Of course we can’t say for sure what would happen, but I’ll take an educated guess and let me know if you concur…

        1. Most ‘BMW shoppers’ won’t even consider the new ‘Hyundai’ product – even if it comes highly recommended. They will let their feelings get in the way of the facts; the fact that it’s actually a BMW in every way except for the badge on the front. Their bias against ‘less prestigious’ brands won’t allow them to even walk into a Hyundai showroom and their ego won’t allow them to save $40,000. They would rather pay $100,000 for the SAME product, so long as they can be seen driving a Beemer. The ego is a very powerful thing and haven’t the marketing folk made that fact work for them over the years?

        2. Most general new-car shoppers won’t consider the new $60,000 two-door Hyundai because they perceive it to be too expensive for that brand. No matter how good the actual product (car) is. As a result, the re-badged BMW doesn’t sell strongly and dies a sad and lonely death within two years of its launch. Never to be seen again. Consequently, a generation of car drivers will miss out on the automotive luxury bargain of the decade because of brand bias, stupidity and ego.

        Emotional Shoppers

        Of course, it’s no revelation for me to tell you that when it comes to how and where we spend our money, we are often emotional and irrational beings. And yes, the marketing and branding gurus have been benefiting from, and maximising this knowledge for years. It’s their goal to evoke an emotional response (feeling, reaction, decision) from you and I so that we will buy, no matter how much we don’t need, or can’t really afford, whatever it is they’re selling. To them, common sense is the enemy; that’s why they always tell us that we ‘deserve’ their product. Of course we don’t actually need a four hundred inch flat screen television, but as they quite rightly point out, you and I have worked incredibly hard lately and why shouldn’t we reward ourselves with a ridiculously large TV? Imagine how much better our lives will be when we get that bad boy up on the wall. Just look at the couple in the advertisement… they seem very happy.

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        Back to the Presentation…

        During his presentation, Wallace spoke of a study that was conducted at Stanford University in early 2008, where a group of subjects sampled two different wines; a cheaper wine ($20 bottle) and a more expensive wine (over $100). They then reported their feedback to the researchers. For this study the participants knew the value of each of the wines and as you might expect, the vast majority scored the expensive wine highest, in terms of taste and pleasure, and the cheap wine at the other end of the scale. In order to make the study even more scientifically valid and objective, the researchers conducted MRIs on the participants to see if their perceived enjoyment (of each wine) correlated with what was happening physiologically in their brain. And guess what? It did. The wine which they perceived to taste the best and give them the most pleasure actually created a comparable pleasure response in their brain. And of course, the cheap wine showed the opposite; a lower level pleasure response. Now, all those results are interesting but what’s totally fascinating is that the two wines (the cheap and the expensive) were actually…. the same wine! There was no cheaper or more expensive version; they were both a relatively cheap wine.

        Doh!!

        That’s right, not only do we have the capacity to create our own pleasure and pain but we also have the ability (via our thoughts, beliefs and expectations) to actually create significant bio-chemical changes in our brain. In other words, we can think ourselves to pleasure. Or misery. Literally. Our beliefs create our reality – even when it comes to the pleasure a cheap wine can give us.

        My Budget Wardrobe

        A few weeks ago I did one of my regular TV gigs for the show I work on. For the segment, I wore some jeans, a pair of boots and a new short-sleeved shirt. A friend of mine who is a self-confessed clothes snob and fashion aficionado informed me that “I looked great.” Here’s a snapshot of the conversation we had:

        Friend (F): “Hey, saw you on TV this morning, you looked great. Gorgeous shirt, that colour really suits you. Is it new?” (I was still wearing the same clothes)
        CH: “Thanks. Yep, new shirt. Bought it all by myself!”
        F: “Well done, where did you get it?” (trying to get an idea of its cost and whether or not she should like it!)
        CH: “Some shop in the city.” (I actually bought it at Target)
        F: “Was it expensive?” (knew that was coming)
        CH: “Not too bad; it was reduced from $150.00 to $90.00.” (complete lie, it cost $25.00!)
        F: (now with a look of approval on her face) “Wow, that’s cheap for a nice shirt like that. Good shopping by you. It makes such a difference when you wear quality clothes. And the jeans, they’re nice…”(searching for some more info)
        CH: “Yeah, picked them up when I was in the States earlier this year. They were on special for a hundred and forty bucks.”
        F: “Wow, that’s good value for nice jeans like those.”
        CH: “Now, do you want the bad news?”
        F: “What?”
        CH: “The shirt cost me twenty five bucks at Target.”
        F: “Did not.”
        CH: “Yep, it did and my expensive jeans actually cost me forty five bucks at the same store and my boots were a freebie from the good folk at ‘Caterpillar’; I did a gig for them recently. So my entire outfit, including socks and jocks, cost me less than eighty bucks.”
        F: (look of disbelief on face)

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        Needless to say, the revelation of the cost and origin of my ensemble changed the dynamics and the tone of the conversation instantly. When I pointed out the obvious fact that she had been sucked into the mindset of ‘dearer always equals better’, she didn’t want to hear about it. I was informed that I “just don’t get it”. All of a sudden my “gorgeous shirt” wasn’t nearly as appealing. And of course we all know you can’t buy “gorgeous” for twenty five bucks.

        So why do (some) people do it?

        Most of us have a preference for certain labels or brands because of positive experiences we’ve had with particular products over the years – that’s understandable (intelligent even) and not what I’m talking about today. No, I’m talking about people who have an unhealthy and irrational desire to own certain labels no matter what. I’m talking about people who won’t even consider another less-expensive label – even if that label is of comparable or identical quality to the more desirable label. I’m talking about people who love to be seen drinking the expensive wine, even when it tastes like crap. And I’m talking about the person who puts him or her self under huge financial pressure to buy the car that they really can’t afford and definitely don’t need.

        On some level, Label Shoppers believe that ownership of a particular product will meet some kind of need in them. And they’re right. For a day. Because that’s about how long it will be before they will need to shop again. Amazingly, those $800 jeans won’t lead to life-long nirvana or universal approval or acceptance. Who’da thought? By the way, the need they have is emotional, not practical. Nobody needs thousand dollar (plus) shoes, but people want to be associated with certain labels because somewhere along their journey they’ve learned that ownership of said labels will equate to attention, approval and acceptance; what they’re really after.

        The Why Behind the What

        So again, it comes back to the ‘why’ behind the ‘what’. What they want is the label, but why they want it is the key to this puzzle. Consciously or not, many (many) people don’t believe that they’re good enough – that is, smart enough, pretty enough, desirable enough, lean enough or interesting enough. And as a consequence they will endeavour to make up for their perceived shortcomings with desirable accessories and assets; stuff to impress their peers. “They’ll like me more if I’m driving this car, wearing these clothes, living in that house or owning that gadget.”

        As for me, thankfully most of my friends love me unconditionally – even in my twenty five dollar Target shirt, my very cheap jeans and the boots I didn’t pay for.

        More by this author

        Craig Harper

        Leading presenter, writer and educator in the areas of high-performance, self-management, personal transformation and more

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        Last Updated on August 10, 2020

        8 Reasons Why Goal Setting Is Important to a Fulfilling Life

        8 Reasons Why Goal Setting Is Important to a Fulfilling Life

        The importance of effective goal setting cannot be overstated on our personal journeys towards success. This is why there are countless articles out there on how to set your own SMART goals and even why it’s a skill commonly taught to a small degree in classrooms.

        Learning the importance of goal setting and the benefits of sticking to those goals can be the defining factor determining whether we truly embrace the importance of goal setting. The more willing we are to embrace this method, the more likely we become to reach our personal definitions of personal and professional success.

        Thus, today’s article is going to walk you through some of the benefits you’ll see from learning to set goals for yourself and answer the question, “why is goal setting important?”

        1. Goals Guide and Align Our Focus

        It’s hard to get to where you want to be in life if you don’t know what you’re aiming for. Some people believe avoiding goals means living a more care-free life. How many times have you heard the phrase “If I have no expectations, then I can’t be disappointed”?

        But is that really what our lives have come to? Living just to avoid disappointment? It doesn’t seem like an overly optimistic view in my opinion. And since you’re reading this article, I’m willing to bet that you agree with me.

        Without goals, we lack a degree of direction and focus. Sure you may be able to avoid disappointment, but just avoiding disappointment doesn’t mean you are necessarily happy.

        Without goals, we will pointlessly waste our time, energy, and efforts. Listen to anybody who is the top of their field and they’ll tell you something like this,

        “Yes talent is important, but often your success depends much more on what you decide to do with that talent.”

        And what you will do with your talent largely depends on your focus.

        Your goals give you direction. Your goals give you something to shoot for. This direction and target you create in your mind will help you to progress towards your main life goals rather than simply wander around aimlessly. These goals will help you align your actions and behaviors as you continue moving forward.

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        So, why is goal setting important? Because it gives you direction, alignment, and purpose!

        2. Goals Help You Avoid ‘Shiny Object Syndrome’

        Basically, shiny object syndrome is always being in pursuit of the next big thing, constantly switching your goals based on what you feel is most fun and interesting at the given moment, but never actually giving yourself time to accomplish any of those goals.

        You don’t get anywhere because you continually change the direction you are heading in. This is one of the consequences that may result if you decide to live a life without goals.

        Your goals can sometimes help you to create mental barriers, or blinders, that help you to remain focused on what you think is important and avoid the things that are second priority. When you outline goals for yourself, you are better able to avoid things that distract you from achieving and accomplishing those goals.

        Setting goals helps you to step around the other shiny objects because you’ve taken the time to make some mental notes that remind you what it is that you want from your life. Your goals act as subconscious deterrents to anything less than your main priorities. This is what helps you to reach your personal definition of success.

        So, why is goal setting important? Because not only do goals tell you what you want from life, but they also help you realize what you need to give up and avoid to achieve that.

        3. Goals Turn Our Largest Goals into Manageable Steps

        A lot of us have big hopes and dreams. It’s one of the things that make our lives exciting!

        But a lot of us never take the time to figure out how we can effectively get from point A to point B. So, sadly, we never fully achieve those goals. We look at our dreams and convince ourselves that only a select few people ever achieve them, so we write ourselves off as people not meant to reach that level of success. Looking at the end product of a goal can be intimidating, daunting, and discourage us from even pursuing them.

        Thankfully, goal setting helps us break large intimidating goals into smaller ones. These small steps and more achievable goals will help us to build momentum and will encourage us to keep working towards the next phase of our goal. The form the foundation from which we can begin building the life that we truly hope to have for ourselves, our families, and may even for our communities depending on how big your goals are!

        Whenever I get talking about this aspect of goal setting, I can’t help but think about the mountain climbing analogy, and that the easiest way to climb a mountain is simply step by step.

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        So, why is goal setting important? Goal setting gives you a list of manageable steps that you can take in order to take your life from where it is now to where you want it to go both effectively and efficiently.

        4. Goals Encourage You to Take Action

        This builds on the last benefit of goal setting. Not only does effective goal setting help you break down your larger goals into smaller, more manageable ones, but it also encourages you to actually begin taking action on those goals. After all, a plan is completely worthless if you aren’t willing to invest the effort required to execute it.

        Setting your goals and putting your plan in place motivates you to begin taking action towards achieving them. These goals give you something to plan and work towards. Essentially, they help propel you forward.

        What I like to do is write out and place my goals somewhere that I’ll regularly see them. This constantly serves as a reminder of my top priorities. It allows me to focus on taking small progressive actions towards achieving these goals daily.

        This ensures that I don’t fall into the trap of setting a goal, beginning to work towards it for a while, but then having my motivation fade resulting in me falling off track. This is exactly what many people see happen when it comes to their “New Year’s Resolutions.”

        If you want to learn about how to take action towards achieving your goal, here’s how: How To Take Action Towards Your Goals Right Now

        So, why is goal setting important? Because goal setting actually motivates you to stop thinking about your goals and actually get out there and achieve them!

        5. Goal Setting Helps You Continually Improve

        This is something that a lot of personal development and self-improvement writers talk about, continual improvement. For those of you who are not aware of the term, continual improvement is exactly what it sounds like — taking small steps towards improvement as frequently as you can to develop into the person you want to become.

        What’s the point in improving a little bit each day if you’re not improving in the areas that you want to improve in after all?

        The goals that you define for yourself will inevitably shape you into the person who you want to become. They’ll shape your character. Your goals can help you measure your progress as you strive for this type of development.

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        Essentially, having goals helps you determine where you started, where you are now, and how much further you need to go. In this manner, your goal setting can serve as milestones and benchmarks that help you determine how well you’re progressing towards your most important goals!

        So, why is goal setting important? Goal setting helps you make improvements each day that will slowly transition you into the person you want to become.

        6. Goal Setting Keeps You Accountable

        Not only does setting goals help you measure your progress, but it also is a means through which you can keep yourself accountable. Too many goals fail because they lack this crucial aspect of outlining accountability.

        For example, if I have the goal to do 50 push-ups, that’s great. Most people would support that goal. However, this goal lacks accountability. When do I want to accomplish this goal by and what steps do I take to get there? These are important questions that the original goal leaves unanswered.

        A much more descriptive and specific goal could be to do 50 push-ups within the next 3 months by starting at 5 push-ups, and then adding 5 each week. This goal outlines the deadline as well as the steps I’m going to take to achieve it. This plan will keep me accountable because if I fail to retain my progression schedule, I will know that I’m not going to achieve the goal on time.

        Additionally, it can serve as a marker helping to signify when something is impeding my progress that I may not have initially accounted for. This tells me that I need to re-evaluate what I’m doing and figure out what adjustments I can make to facilitate my success.

        So, why is goal setting important? Setting goals is key to keeping ourselves accountable and on-track towards accomplishing our goals according to the schedules and deadlines we set for ourselves.

        7. Goals Make You Feel Good

        Trust me, the progress you feel as you set and achieve goals can become super motivating and super addicting (in a good way)! The dopamine release you get from achieving your goals is like a little reward for our brains that continually motivates us to try and hit that next goal!

        Having some clearly defined goals will help you to feel better about yourself and your life in general, especially when you stick to those goals, actively work towards achieving them, and end up accomplishing and surpassing your initial expectations. I’m not the oldest book on the shelf myself, but I can attest that there are not many feelings quite like the one you experience when you truly get on a roll!

        Additionally, our goals give us an endpoint to shoot for. Rather than progress for progress’s sake, you can actually see where you’re heading! That’s so much more rewarding. Think about a long car trip as a kid. You ask “if you’re there yet?” ever 20 minutes. It seems like the drive drags on forever.

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        If you don’t know where you’re going, you risk the journey becoming tedious. It doesn’t tend to be much fun wandering around aimlessly. Goals make us feel good about where we’re directing ourselves.

        So, why is goal setting important? Because setting goals and accomplishing them plain and simply make us feel better about ourselves and our lives!

        8. Goals Help You Live Your Best Life

        I’ve talked a lot in this article about how goal setting helps us progress towards our top priorities and live the way we truly want to live. So I think it’s fit to end the article with this goal because, in the end, I feel it’s the most important one.

        Setting your goals and clearly defining what they mean to you will help you live a life that is tailored to your beliefs and values. Your life will become directed towards the things that you most want to achieve.

        Life is a tricky game and only in very rare circumstances are things handed to us on a silver platter. Often it takes a great degree of work, planning, and effortful execution of both.

        There is no point clinging on to things in your life if they don’t bring you happiness or help you accomplish something that, in some way, aligns with your goals.

        Simply put, setting goals helps us live a life that allows us to pursue the challenges and rewards that we truly want to achieve.

        So, why is goal setting important? Because our time is always limited, and setting clearly defined goals can help ensure that you make the most of your life and live to the fullest! Find out more here: How to Use SMART Goal to Become Highly Successful in Life

        Final Thoughts

        These are just a few of the benefits of goal setting that outline why it truly is so important. If you take a moment or two, I bet that you can even think of a few more benefits yourself that you could add to this list.

        If I could leave you with something, it would be this:

        Goal setting has the potential to take us to some amazing places in life because we all have talent and ambitions. To achieve your biggest dreams, you need to be willing to sit down and create a life design uniquely tailored to you that will help you achieve them!

        More Tips About Goals Setting

        Featured photo credit: Unsplash via unsplash.com

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