DEVELOPING LOVABLE PRODUCTS To Win Over Competition

This article and the forthcoming in the series will explain what makes a product lovable and how to consistently create such products for brand building to win over any competition in the market

- SOUMYANATH CHATTERJEE

Right from waking up to the time we go back to sleep we continuously use some product or the other. Even during sleep, we use products like the bed, pillows, fans, alarm clocks, etc. But we love some of these and hate a few. We willingly pay a premium price for the products we love. We take good care of them and go back to the same manufacturer for replacement. Over the years, manufacturers of those lovable products develop strong brands. Brands that most people trust.

There is quite a varied choice when it comes to the loved products. Some people may love their musical instruments, some their bike, and some their mobile phone. And one person can love several products, some of which the person may not even have.

People often make many personal sacrifices to acquire these loved products. Costly goods like cars, bikes, and watches fall in that category. When we plan to develop a product, we should try to make it lovable. Lovable products create their own market and help to create a strong brand.

Let me explain what is a lovable product with a few examples from my personal use. The first product that I would describe is my pen. I received it as a gift from my father. It is a fountain pen made by a reputed company. It enables smooth writing and holds sufficient ink so that I never have to worry about the ink running out. Its grip is comfortable. It also looks nice with a silver cap on a black body and a goldplated clip.

I used to carry it in my pocket more as a fashion accessory. I have used it since my student days and wrote all my major examinations with it. Now getting ink for the pen is rather difficult, so I have replaced it with a roller pen of the same brand.

The second loved product I have is my old calculator. This one is a small scientific calculator. I do not need it now. There are software solutions on my phone and my computer, but I still keep it as a memento.