Brandwashing

  

A fascinating article in Fast Company was released earlier this month examines the length some well-known companies go to "prime" their patrons for purchase. 

The article specifically highlights Whole Foods' promotional strategy.  What may seem like originally crafted chalk boards next to produce section are actually mass-produced and designed by their corporate office, located in Texas.  How about the watermelons that haven't been unpacked from original boxes they arrived in?  Well, they could have easily directed an employee to unpack the fruit, but what's the point?  They're trying to create perception that the customer is getting their produce "straight from the farm" fresh; adding value to their purchase.  

Perception is an elementary and fundamental marketing concept that many successful companies are emphasizing in their marketing efforts.  The primary goal?  To create a unique experience for the customer and set themselves apart from the competition.

Whole Foods is definitely not the first company to adopt the concept of perception vs. reality --but they are a great example of a company with vision and excellent brand strategy.  They give customers what they want (or think they want): an unforgettable and rewarding shopping experience.

Interested in this marketing concept? Read.

Brandwashed by Martin Lindstrom (2009)