Member-only story

Beyond Products: How Brands Sell Emotions, Not Just Things

Abang Edwin Syarif Agustin
4 min readDec 2, 2024
Photo by Hu Jiarui on Unsplash

In the crowded marketplace of the 21st century, successful brands have discovered a powerful secret: people don’t buy products, they buy feelings.

The Emotional Ecosystem of Consumption

Photo by Miguel Hernández on Unsplash

Imagine walking into an Apple Store. You’re not just purchasing a phone or a laptop; you’re buying into a world of innovation, creativity, and cutting-edge design. This is emotional branding in its purest form.

Consider the journey of Steve Jobs and Apple. They didn’t just sell computers; they sold a revolution. Their famous “Think Different” campaign wasn’t about technical specifications, but about celebrating innovators, rebels, and visionaries. By positioning their products as tools for world-changers, Apple transformed from a technology company into a symbol of human potential.

Status, Dreams, and Connection: More Than Just Products

Photo by John Torcasio on Unsplash

--

--

Abang Edwin Syarif Agustin
Abang Edwin Syarif Agustin

Written by Abang Edwin Syarif Agustin

Observer, Content Creator, Blogger (Obviously), Ghostwriter, Design Thinker, Trainer and also Lecturer for Product Design Dept at Podomoro University

No responses yet