It's all for the consumer

Yesterday, a co-worker was fancying a new pair of sandals he bought online > "it was such a good deal, how could I pass it up?" The pair was a half size smaller than what he normally wears so he was apprehensive about being 100% sure of his purchase. He paced back and forth, admiring them from time to time and thinking...what to do? The "possibility to return" looming over his decision: "It's so hard to decide," he said. I tried to comfort him with the consumer community he's actively a part of: "It's not easy being a consumer."

And did you know?: Borders will accept returned magazines. Yes, really. "So, I can go home and read this magazine and then return it when I'm done?" The sales associate confirmed it was possible if the magazine was in the exact same condition that I bought it in. At home, after flipping through the magazine, I found it hard to fully enjoy the content because the "possibility to return" was looming over my head. I could get my money back! This magazine could be free! But the convenience factor chimed in: returning it takes time. Yeah, but you could get your money back!

Now, if Borders did the same type of branding spots as Sony did there would be no question. The product would be worth my money and even if it mal-functioned, and I had to inconvenience myself to return it, I wouldn't mind. Any interaction with such an awesome brand would be enjoyed. Over at Only Dead Fish, watch the teaser first and then enjoy Sony's latest addition to the Like.No.Other branding campaign.

And taking the idea of like no other into the plannersphere is Planning for Good (the link will take you to their Facebook page). The latest news from them is a listing of all the new PFG City Groups, Leaders & Participants:

• 31 city groups globally:
  
  3 groups in Asia/Oceania
  21 groups in North America
  7 groups in Europe

So start your day with a little consumer love in mind > it's not easy being them. When it comes to branding, strive to be like no other. And Planners, when it's our job to differentiate each brand by identifying a consumer need, each project should be thought of as planning for good. Because it's all for the consumer. Plan on!