They don't care about your product
No one is buying your product to buy your product. We're interested in what it can do for us and where we can be if we have it in our life. We're interested in the "transformation" it enables us to experience. We think we're buying products while we're actually buying that transformation. Few are the brands that understand this.
The ones who do though, are out there, playing the long game and enjoying their cult following and the biggest slice of the market share pie.
Neuro hit the nail on the head with this one.
Neuro has identified the problems of the chaotic and ever-busy world we currently live in. It has also identified what it is that people are constantly craving for, as a result – peace and calm. After identifying these two ends of the spectrum, it came up with products (gum and mints) to transition your state of mind from "the slump" and "the jitters" to "THE ZONE".
Traditional ways of getting into "the zone" would be meditation, exercise, reading, drinking some herbal tea, etc. What do all of these have in common?
- They take time.
- They cannot be done anywhere
- They require you to take action
That's where Neuro steps in. They created "gum and mints to energize, calm and focus you whenever you need it".
And just like that, gums and mints transformed lives.