Easy Street. It’s where we’re all aiming for, isn’t it, as the definition of an enjoyable life? Well, not so, according to Yale’s Professor of Humanities, Harold Bloom. A life filled with surmounted difficulties and challenges is far more satisfying. Hard, for want of a better word, is good. (Easy, now.)
It gets really interesting when you apply this to branding. So many brands have the aim to make life easier, to stand for ease of use. Being deliberately difficult or celebrating arduous achievement goes against the grain, that an easier experience is a better one.
Making life delightfully difficult for themselves is Blue Bottle Coffee. Their brand story inspires through its very laboriousness. They rightly see the value in slaving over the perfect cup of black gold. The painstakingly hand-picked beans. The meticulous brewing process that is so fastidious it takes 40 minutes to craft each cup. But you can taste every second of scrupulous care that’s gone into it. It’s what you work for that you value the most. And at $19 per tiny packet, it’s this sort of brand story-telling that makes the price so much easier to swallow.
Via. Brand Channel http://bit.ly/1IG6Qmi