Dyson, a brand I can love
I recently needed to buy a new vacuum cleaner. As someone who works in the communications industry I value these infrequent high-cost decision points. They throw real light on the relationship between product, brand, consumer, and market. It's vivid because it's my money on the line. I am my own focussed-group.
Here's why I chose a Dyson:
They work really well. I had one before, it lasted 10 years and did the job well.
They look good, the attention to detail and the no-compromise attitude is obvious.
When they advertise, they tell me about product features, not higher-order emotional benefits.
The online experience is excellent, really consumer-centric.
They rang me up to discuss the best delivery options.
They answered my emails promptly and intelligently.
It has heart and soul.
It was "expensive" but the alternatives are anodyne, dull and uncommunicative.
No competition.
It's not about positioning, imagery, or tone. A brand truth simply and consistently expressed.
