More of the same? Yes please!
Reliability is unremarkable, and so is trust. Strong brands, however, need both. A tribute to boredom.
Column Reliability is unexciting, as is trust. But strong brands need both. A song in praise of boredom: Buying boredom? The common finding suggests
certainly suggests the opposite: "The biggest business you can do with
consumers is the business with their boredom"
(Peter Bichsel). What the consumer must be offered from this
Perspective: maximum diversity, maximum variety, maximum
exciting experiences.
But why is Denner so successful? Why is Coop so popular? How
Migros is as much a part of life for many people as the air
to breathe? Ask thoughtful contemporaries who should know,
such as Philippe Gaydoul, the CEO of Denner:
Proximity is the main attraction - even more so than the many
the vaunted experience worlds on greenfield sites. Also attractive
simple orientation thanks to clear and repetitive
store layout. And finally, a relatively stable and
reduced product range ensures that the buyer masters this instead of
conversely, to be dominated by the complexity of the offer. Could
Boredom - i.e. the "lack of variety, stimulation and attractive
entertainment" (according to the Duden definition) - in this way to the core of the
become a sales success?
This secret of success would contradict the conventional diagnoses of the times:
"Current is what interrupts our constant boredom. Or in other words:
Since we can no longer be bored comfortably, we are
have become susceptible to fake news," says Peter Bichsel.
Of course, there are numerous examples in our modern consumer world,
which underpin this analysis.
But there has long been a counter-trend - as there always is.
And this is based on the interpretation of boredom as it is understood by the
philosopher of language Walter Benjamin is known: boredom is therefore
the dream bird that hatches the egg of experience.
Strong brands hatch from this egg of experience. They believe in the
The wisdom of common sense, according to which less is more. Therefore
focus them, thus ensuring a reduction in complexity and
alleviate the agony of choice in the face of a consumer world full of
exuberant and self-indulgent diversity. Creating strong brands
always the same, reliable experiences at all points of contact.
Karl May already reported on the aversion to "split
Tongues" in the world of the Indians. The surrounding staccato of
Innovations always generate the fear of a nasty surprise. Because
The staying power of brands that know what they stand for, that
confidently trust in what they can do and who put their heart, soul
are convinced that the path we have chosen is the right one for us.
This guarantees sustainable success and relaxation for the consumer.
So we are definitely susceptible to boredom. Or in other words
Words: We are also happy to identify with the brands that
reliably deliver again and again what we have traditionally expected from them.
are used to. Brands that attract us without effort are those that
let us know where we stand. And we find it relieving,
when brands do not constantly burden us with even more complexity, but
remain at their core. So you know intuitively and already in the
In advance, what is offered. That creates trust. A feeling that you
to a good acquaintance or even a trusted friend
feels. That's why people like to buy boredom.
certainly suggests the opposite: "The biggest business you can do with
consumers is the business with their boredom"
(Peter Bichsel). What the consumer must be offered from this
Perspective: maximum diversity, maximum variety, maximum
exciting experiences.
But why is Denner so successful? Why is Coop so popular? How
Migros is as much a part of life for many people as the air
to breathe? Ask thoughtful contemporaries who should know,
such as Philippe Gaydoul, the CEO of Denner:
Proximity is the main attraction - even more so than the many
the vaunted experience worlds on greenfield sites. Also attractive
simple orientation thanks to clear and repetitive
store layout. And finally, a relatively stable and
reduced product range ensures that the buyer masters this instead of
conversely, to be dominated by the complexity of the offer. Could
Boredom - i.e. the "lack of variety, stimulation and attractive
entertainment" (according to the Duden definition) - in this way to the core of the
become a sales success?
This secret of success would contradict the conventional diagnoses of the times:
"Current is what interrupts our constant boredom. Or in other words:
Since we can no longer be bored comfortably, we are
have become susceptible to fake news," says Peter Bichsel.
Of course, there are numerous examples in our modern consumer world,
which underpin this analysis.
But there has long been a counter-trend - as there always is.
And this is based on the interpretation of boredom as it is understood by the
philosopher of language Walter Benjamin is known: boredom is therefore
the dream bird that hatches the egg of experience.
Strong brands hatch from this egg of experience. They believe in the
The wisdom of common sense, according to which less is more. Therefore
focus them, thus ensuring a reduction in complexity and
alleviate the agony of choice in the face of a consumer world full of
exuberant and self-indulgent diversity. Creating strong brands
always the same, reliable experiences at all points of contact.
Karl May already reported on the aversion to "split
Tongues" in the world of the Indians. The surrounding staccato of
Innovations always generate the fear of a nasty surprise. Because
The staying power of brands that know what they stand for, that
confidently trust in what they can do and who put their heart, soul
are convinced that the path we have chosen is the right one for us.
This guarantees sustainable success and relaxation for the consumer.
So we are definitely susceptible to boredom. Or in other words
Words: We are also happy to identify with the brands that
reliably deliver again and again what we have traditionally expected from them.
are used to. Brands that attract us without effort are those that
let us know where we stand. And we find it relieving,
when brands do not constantly burden us with even more complexity, but
remain at their core. So you know intuitively and already in the
In advance, what is offered. That creates trust. A feeling that you
to a good acquaintance or even a trusted friend
feels. That's why people like to buy boredom.
Jürgen Häusler is CEO of Interbrand
Zintzmeyer and Lux Group in Zurich and Honorary Professor of Corporate Communications at the University of Leipzig.
