HOPE

They say that times are tough and that there is an economic downturn. But look around you. I know a tea delivery boy who bought a bike. The office peon just bought a house. Corporate execs buying the latest gadgets.

And you may ask, why did they buy these?  The answer in one word – ‘HOPE’.

Give them hope and you’ll be successful. Many times we buy not because we want but so that we may be filled with hope.

Take the case of fairness creams. The hope of maybe becoming good looking because of a social inclination on skin colour. Or fast cars which may give the hope of being a true blue race track driver. Or fashion ware – the hope to become a successful superstar.

Hope is more ‘human’. It’s a word spoken about only in places of worship where the religious preach hope for a better tomorrow. 

Two things: The Hope you convey needs to deliver. Secondly; it’s also the quantum of hope that people get from a brand that makes them want to buy.

The tidal wave to own the latest hand held device is on – on the face of it, customers don’t seem to care – they just seem to want the latest; but scratch below the surface and you’ll discover that the hope here is for long lasting friendships. Not just staying in touch but the hope to reach out. To experience a feeling of hope when missed and reflect on a conversation thread that gives hope for a better tomorrow.

So find out your brands ‘Hope Factor’ and history will be yours.