Aspirations at every level

I was observing how individuals of varied income categories all aspire for something or the other. A young child wants the new playstation console, a single mother seems to know everything about the latest perfumes and desires to buy the latest fragrance, a young student wants an iphone, a mid-level manager wants the new Chevrolet or a new mont blanc pen and so it goes forth leading up to millionaires who aspire for the private jets or other worldly goods than cater to their self-esteem.

Aspirations are a good thing, they keep individuals driven to perform and earn what they desire. In business therefore it seems quite obvious that whatever product or service you launch must hold aspirational values, something that makes people say 'I want to be part of this experience'. This would also allow a brand to authenticate their promise and make the life of marketers more effective; a good product is the foundation of good marketing.

So, no point wasting all that money in promoting an average product, lets first look inwards & then step into the world. That's what gives a brand sustainability above & beyond what the competition does.