Colored Ribbons

Sonder
March 10, 2020
A soldier will fight long and hard for a bit of colored ribbon - Napoleon Bonaparte

The same is true in marketing: Customers will spend their attention in quantity and quality for a bit of social and self reward.

What is the ribbon to a customer? It's rewards. Its prestige. It's the feeling of making progress towards a goal. It's the feeling of recognition. It's a symbol of time and resources spent on something.

The more that goal is important to both me and other people the more I will engage with it.

All of it creates a feeling of loss aversion - we spent so much time trying to get the ribbon - why not hold on to it and stick with it? 

Ribbons are one of the elements of what get people hooked to products. A simple and practical example is how American Express states the year the member joined right on the card - that's a ribbon.

When you add a ribbon, it can change the whole story of your marketing.

What colored ribbons do you have? 

Overview
Overview
Overview