Content is good, too, but context is what really matters, when trying to get a consumer to act favorably for your bottom line.
Anyone feel like a Phaal Curry on a humid, 98F summer night out in New York? Anyone think Starbucks’ main competitors are Costa, McDonald’s, Dunkin’, Peet’s, Caffè Nero, Tim Horton’s or Folgers? What about Coca Cola, Red Bull, Berocca, or even amphetamines like Adderall (for some)?
It kinda depends on the occasion, doesn’t it?
Even for low-frequency, high-involvement purchases like snowboards or cars, people will adjust their brand choices based on context: terrain, climate, season, weather, budget, destination, duration etc. The same person might want to have a Ford F150, when living in the Canadian Rockies, and a Tesla Model S, when living in coastal California.
Context matters not only in select, high-level touch points, but across the entire scope of a brand’s touch point network.
