In the past, marketing was all about features and benefits – highlighting the unique attributes of a product or service and explaining why consumers should buy it. But the emphasis of marketing has shifted dramatically since the early 1900s. Today, marketing is less about tangible product qualities and more about the experience, emotions, and tribal identity that a brand can provide.
This shift reflects a broader economic transformation. In 1985, only 17% of the world’s goods were intangible. By 2015, that figure had skyrocketed to 80%. Intangible goods like services, software, media, and live events have largely replaced rigid physical products as the foundation of our economy. We’re now substituting design, flexibility, intelligence, and innovation for the old atoms of the industrial age.
As a result, today’s customers want more than just tangible products. They crave meaning, a sense of belonging, and control over their life stories. Their essential question is: “If I buy this product, who does that make me?” A successful brand can become a touchstone in a customer’s life – a symbol of what’s useful, delightful, and even magical. When a product becomes a powerful symbol, the symbol itself becomes the true product that commands premium prices in the marketplace.
Consider how the concept of a “Unique Selling Proposition” (USP) has given way to the idea of a “Unique Buying State” (UBS). Consumers no longer just want to know how a product is objectively better than the competition. What really matters to them is how a brand makes them feel and the sense of belonging it offers.
Increasingly, people are joining different brand “tribes” for different aspects of their lives. They may buy sporty outdoor gear from Patagonia, cooking supplies from Le Creuset, and luxury fashion from Chanel – each choice reflecting a different part of their identity and values. These tribal affiliations are often cemented by certain artefacts that the group deems “sacred” and essential to maintaining its social cohesion.
As a result, brands are putting far more emphasis on developing a defined, authentic personality. Rather than just pushing product features, they’re focused on cultivating an experience that resonates emotionally and allows consumers to express who they are. Outdoor brand REI, for example, has built a strong community around shared values of adventure, sustainability, and environmental stewardship. Coffee giant Starbucks has also mastered the art of creating a “third place” between home and work where people can connect over a shared love of high-quality coffee.
As marketing expert Martin Lindstrom noted in his book “Small Data”, “In this new marketing landscape, the brands that truly succeed are the ones that go beyond superficial tactics to focus on what matters most to their target audience. They take the time to understand their consumers’ deepest needs, values, and aspirations – and then create products, services, and experiences that seamlessly meet those needs.”
At the end of the day, marketing is no longer about grabbing attention through clever gimmicks. It’s about profoundly connecting with people on a human level and making them feel truly seen, heard, and valued. Brands that master this art of “mattering” will be the ones that thrive in the decades to come.
If you’re ready to elevate your brand beyond surface-level tactics and forge deeper connections with your target audience, we’d love to chat. Contact us to learn how Frost can help your brand matter more.