I Want Hunter Boots

At the last few industry conferences, I have been speaking about the marketing notion of need vs. want. We "need" products but we "want" brands. It's great marketing and an incredible brand experience that makes us want one brand over another.

We might need a cup of coffee in the morning, but there's something about the brand that makes us want a Starbucks. I personally need to wear a shirt to work but I want to wear Paul Smith. It's my brand.

I had my own personal experience with want vs need this weekend buying snow boots. We've had a hundred feet of snow this winter and I am tired of dunking my feet in slush at every Manhattan corner. I need a good pair of winter boots, ideally very water proof.

So I did what every good shopper does and started paying attention to what other people were wearing. Kept seeing this brand Hunter. Started hearing more and more about Hunter. Saw Hunter on the celebrities in all the candid magazine shots. Gotta have a pair of those Hunter boots.

But of course, in true form for good marketing there is not a pair in sight. Not on the island of Manhattan anyway.

OMG, I want a pair of those Hunter boots. The more I can't have them then the more I want them. So despite the dozens of other options available to me, I decided to wait and get the brand I want. Soggy socks and all.

Quite irrational, another sign of effective marketing. My desire trumped convenience and price and short term comfort.

See, I too can be a victim of marketing.

What's your experience? Jim.