Posted on 12/27/2011 10:36:30 PM PST by WesternCulture
In one word; marketing skills.
No one actually needs French perfumes.
Fancy a rum and cola? - Why bother about coke?
This Christmas, I and my brother, a programmer (silly job, good pay), discussed the issue of how to define a 'smart phone'.
I'm a simple cook, but my Sony Ericsson Vivaz can do everything his iPhone could do, however, at the end of the row, we both agreed Apple and their products are among the best marketed brands on Earth.
IKEA is another example of companies that are more than companies.
Everyone has experienced sad misfortunes with IKEA furniture. Even some of the most gifted minds of engineering found on this planet.
You are not alone.
But why do we keep coming back?
I'm a Swede, prefering Swedish women, but I once had this Italian girlfriend.
She couldn't afford a Volvo (due to the work ethics down in Italy), but she owned an apartment in central Rome worth at least $400 000.
All the same, she bought most of her furniture going along with household odds and ends she needed from one of the two IKEA stores in Rome.
One day, I went there (by subway) with my lovely, cultivated Italian donna and discovered well mannered Italians sitting around in the restaurant eating not pasta, pizza, panini but Swedish "sill" (pickled herring). She explained to me; "We Italians love it!"
This experience made our relationship grow stronger.
It didn't last though, but IKEA are planning new stores all over Italy (as well as other markets).
Now, let's talk cars.
Being Swedish, I really hope their is a future for SAAB Automobile, but probably there's not.
The abscence of SAAB has allowed more of room for Volvo in the Nordic Countries (Scandinavia + Finland) and probably on other markets as well, like the Baltic Countries, Russia etc.
Chinese owned Volvo Cars (not to be confused with the Volvo Group which is a considerably larger company), one of the most successful manufacturers of premium/luxury cars of today, is one one the brands that not only speak to you, but forms your identity.
If you drive a Volvo, you're not another of them other car drivers, you are a reliable person who belives in paying bills, abiding the law and shutting your eyes to women with huge bossoms/19 year old men trying to look like Paul McCartney does today.
A Lexus is probably at par with a Volvo on all levels. - But why would you prefer to crash in a Volvo?
Americans, Germans and Swedes are good at marketing, the Japanese are not.
Yes, we all do eat sushi, but in many countries outside of Japan, sushi restaurants are not run by Japanese.
Like a certain Swede once said: "Over here in Sweden we often pride ourselves of being talented inventors and engineers, but what we're really good at is actually doing business with everyone."
Next time you bother to take a look, or even closely examine, a product you own, be it a product by Apple, Volvo or IKEA, ask yourself, "is this mine, or sooner a first step into a sphere where I feel secure and comfortable".
Why do Volvos sell so good in the midst of a worldwide economical slowdown?
Taking a close look at myself, I am brainwashed by the "little extras" that Volvo has provided me with as a V70 owner. I admit to this. But the saftey philosophy of Volvo is no gadget.
I will always gladly pay some extra money for saftey. Still, I enjoy a way better life than most drivers do heading down a German Autobahn. Among other things, Volvo seats are among the most comfortable, nay THE most comfortable, of all makes.
Why do we chose this or that brand?
In my case, purchases has a lot to do with my personal philosophy of life and what goes along well with my identity and ideals.
I might rely on a cheaper, yet highly functional kitchen knife because I, being a cook, know how to sharpen it, while I choose a nice Volvo, as I'm not a skilled car mechanic.
Like the article says - marketing. It's not that they never fail, it's that they know how to create the illusion that they always succeed.
I have three IKEA sofas that have been around for years. Love them! Their kitchen cabs are pretty high rated although I don’t have them.
On Christmas I brought up IKEA to my SIL and she said “What’s IKEA?” She must live under a rock!
The last Ford I owned bled out it's second transmission's fluid on the lot of a Lexus dealership. I think they took it in trade so they could get it off the lot faster.
Now I can't say the same thing about all Fords, quite a few people are happy with theirs, but I managed to get hold of quite a lemon. Never again...
1. Tell it to your husband. If he is a true gentleman, he will bother.
OH, he knows, which is why, when are going to be in the car for any great length of time we use my car.
Never say never. These companies will all fail eventually.
I always enjoy your culture posts. My cousin, Hans Lofstrand works at volvo and got a tour for us several years ago. He is now testing up in the north of Sweden somewhere. I got my first Volvo in 65 with 2 small kids.Gave that one to my son when he went to college. Now have an XC90 in Maine which is about my 10th Volvo. My fav was a 70 P1800 I bought used in Calif about 1979 but sold it in 96 when I came to Maine. We hope to move to Florida,leave everything here to my daughter and furnish our place with IKEA. No more Volvos, though too costly.
Larry
True
Apple sucks. I’m glad Steve Jobs is dead, the POS that he was, he couldn’t make anything perfect. Screw him.
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