Customer Priorities

Keep in mind that what makes a customer choose your brand has as much to do with the importance to them of your product or service as a category as it does about your brand itself. If you’re selling tea, your brand is at a disadvantage if the buyer is not buying for themselves, but for others in the house. For them, tea is not a priority and they may be tempted to buy a standard own brand in the supermarket. But ten seconds later they buy a premium coffee. Why? Because coffee is important to them - much more so than tea. [Link]