A Word: Conchooser

I would like to introduce the word "conchooser". In my opinion, too many brands have a monolithic view on consumers. Consumers are more than social classes, age categories or sexes. They are shopping alone in the morning and for their families in the afternoon. They celebrate one day and mourn the next day. They're living single now but with someone with 2 kids only a few weeks later. All these events affect people, affects their needs and the way they look to you.

Moreover, if you love coffee, you'll like Illy now and Lavazza next week. Choice makes our lives exciting. People are not just mindless consuming. They're making choices all the time. Their choices are not black or white. They want to be surprised time after time, so brands better forget the idea they can marry the consumer and think about becoming one of the consumer's lovers. You can't fool consumers today anymore with ridiculous saving programs. They want a freedom of choice. They can love you as well as 2 of your competitors. As a brand, you better try to be among the chosen ones, than trying to oblige consumers only to love your brand. Or: you better address to 'conchoosers' than to 'consumers'.