TOP 5 PROUD COMPANIES THAT INSTILL PRIDE IN THEIR CONSUMERS.
When you think pride, you think ego, blowing your horns, and arrogance. But while pride would usually come off as a negative character, it’s not totally a bad trait. It simply could mean being conscious of your dignity and self-worth.
Take an artist whose art collection is auctioned, for example; you can never explain the pride that comes with such a feat. And what happens to the highest bidder? There’s a special kind of joy, a pure sense of satisfaction. There is a certain feeling of power that pride gives an individual.
This is the same for companies that have instilled this “pride” in their consumers, which has helped build the loyalty that makes companies powerful.
Therefore, what makes us proud to consume a product?
As individuals, choosing a product stems from how they distinguish us in public, whether through price, aesthetics, or features that are hard to come by. “Pride is not only the emotion that drives our consumption but also an emotion that is elicited by consumption.”
When we opt for a product, it’s because we can relate to what it offers. This emotion could be in uniqueness, importance, quality, benefits, and social perseverance. We somehow start connecting these qualities with our attributes. “Consuming products or services that symbolize our identities and social superiority often foster our sense of pride.”
What makes these companies proud, then?
For me, Apple, Mercedes Benz, Hennessey, Rolex, and Tesla are some of the most esteemed brands and product companies in this regard. Please take a look at the evident pride that comes with owning any of their products. An Apple smartphone alone makes you feel like you have the best device anyone could offer. Or the feeling of supremacy and class you get from driving a Mercedes Benz, whoa! Or Elon Musk’s Tesla, the silent gun expected to be valued at $1 million in 2021.
These companies showcase attributes that have enabled them to target a unique set of customers and partners, features that give off the “you can’t sit with us” vibe.
Here are some of the attributes I have noticed that the products of these companies have in common:
A commanding and powerful presence: I mean, watch me pull up in a Tesla and see heads turn inquisitively, asking the question, “who is she?”. The sleekness of a Mercedes Benz, the curvy edges, and wildness makes it impossible not to make a grand entrance. Regardless of the year of production, a Benz is always the subject of discussions around the globe. And what’s the trick to being the biggest boy in the club? Popping some Hennessy! These products give off the powerful “I am the one” aura.
How much they are worth: Here’s the most obvious reason why every owner of a Rolex feels like a king, it is highly priced and overwhelmingly prestigious. Pricing subconsciously affects the feeling and aura a product has on its users and how it scales people on the societal ladder. It’s why no one calls the MacBook a “laptop.” If you’re paying USD 1,271, then a MacBook is a MacBook.
The feeling their products give: The MacBook is not the slimmest laptop or the fastest PC (I love the M1, by the way), but it comes with a feeling that makes every PC owner naturally feel that they have the best gadget. Another example is the Rolex wristwatch; you know you don’t keep your hands in your pocket when you’ve got one on. And if key sounds easily piss you off, you should run from a Benz or Tesla owner.
Their brief but effective communication, leaving no doubt in what they stand for: Steve Jobs introducing the iPhone at MacWorld 2007 and Elon Musk’s Cybertruck presentation are top references. Jobs is no longer present, but we look forward to Apple’s next release event every year. Why? It’s the confidence in their copies. That alone leaves you wanting to make the next upgrade. Apple & Tesla distinctively create excellent products in terms of build and content. This makes it clear that they are very keen on delivering the best products and user experience compared to their competitors.
The quality of their solutions: Now, let’s look at the product contents. I mean the software and hardware of these products. Apple made a groundbreaking release of the A13 and A14 Bionic chip in 2020 on the iPhone 12 and MacBook Pro in 2019 and 2020. But they didn’t stop there; they gave us all the most efficient chips on smartphone and PC gadgets. The M1 chip, inspired by the A14 Bionic chip, was released in 2020 (1 month after the A14 intro), which is truly a remarkable feat. On the other hand, Tesla made a software upgrade in 2019 on its Model 3 cards, and car owners woke up to see that their vehicles were even faster. “… so Model 3 owners just woke up to a car with faster acceleration and a higher top speed than when they went to sleep. The electric car future is already so damn cool”… Marques Brownlee (MKBHD)
I find myself drawn to these products and companies that are not just proud but have instilled their proud nature gradually in their consumers, the subconscious feeling we have gotten used to but aren’t aware of.
