The Glossary: "Product Influence"
Strategically position your brand by using influential products.
The fastest way to position your brand today is by using product influence. Not sure if this term has been coined yet (lmk if it has). I attribute product influence as inserting products from brands that attract the a desired segment into a brand’s content to increase the perceived societal value of their goods or services.
Product Influence = to use a product with higher nominal and/or societal value in order to influence the perceived value of the product for sale.
This photo shown above is an example of product influence. At first you might ask yourself, what is this photo intending to sell? The Chanel bag? The Cartier watch? The diamond tennis bracelet? The knit top? Well what if I told you they are selling the heart the necklaces.
This is selling their narrative of layering pieces, meaning that wearing one isn’t enough to get the look, causing customer FOMO (herd mentality), subconsciously signaling to the customer to buy more than one (retail value for these necklaces is on the low-mid end). It is also appealing to the cult following of Chanel and Cartier (Tank). Cross referencing their audiences to attribute the two high-end brands with the quality of Brinker and Eliza. Raising its perceived social value, making those products exclusive to each other’s existence, while also retaining a level of aspiration for those consumers that don’t own Chanel and/or Cartier. This ad targets over 10 different audiences.
It’s important to note that the jewelry that they are selling is not high-end per se, just based on their price point. Yet, they distinctly chose to position their product with a handful of other well-known accessories to help attract a certain buyer.
This is the foundation of product influence, by using other well known products to put their products in front of desired audiences.
That’s all for now!
More insights to come,
Emma🎀