In this episode, we take a look at the concept of “existential benefits” — the idea that extremely well-established brands can move beyond the traditional features-and-benefits model and move into a realm where they can equate and attach more esoteric concepts like mindset, lifestyle, attitude and personality to their brand. This in turn makes the viewer feel like if they too owned that product or received that service, they could equate themselves with that lifestyle. It’s the pinnacle of branding and a position all businesses should strive for as they grow and evolve.
