When individuals ask me why El Tesoro is my favourite tequila, I at all times reply by sharing a little bit of the model’s lore on how they’re one of many final remaining distilleries to make use of the standard methodology of utilizing a volcanic tahona stone wheel to crush their agave piñas, which unlocks the true flavors of their blue Weber agave crops.
I don’t really perceive any of that, however it’s an amazing mental alibi to rationalize my choice with individuals who ask why I select it over different tequilas. It not solely makes for good bar speak, it makes me sound much more like a tequila aficionado than “I selected it as a result of the bottle seems to be cool.” And sure, the bottle is kind of eye-catching — actually, the cork has a duplicate of the tahona stone on it.
The bottle is actually topped with the model’s mental alibi. It cues that the drinker is sipping a tequila because it’s meant to be, the standard method, the fitting method.
An excuse for emotional choices
Mental alibis are utilized by manufacturers to assist customers rationalize a call that’s pushed by emotion, serving to customers current it as an alternative as a rigorously thought-out and logical alternative.
Analysis signifies that key drivers of brand name choice, like impulse, preliminary attraction and closing alternative, are swayed rather more by emotional components than by rational ones. However these choices are made all the simpler when they are often backed up with an excellent cause. El Tesoro and different nice manufacturers perceive this helps inform a greater model story.
Few classes are extra rational than batteries, but the No. 1 battery firm on the planet is Energizer, whose advertising within the U.S. is dominated by a cheeky, sunglass- and flip-flop-wearing pink rabbit. Although a model mascot, the Energizer Bunny is a part of our cultural consciousness; tune into an NFL recreation and also you would possibly hear an announcer examine a participant to him. The Bunny is so beloved that he even has a paw on the Madison Avenue Stroll of Fame.
The Bunny drives model alternative, and the overwhelming majority of the model’s promoting celebrates that the Bunny continues to be going, however the mental alibi — representing “the world’s longest-lasting battery” — supplies a easy rationalization as to how he’s nonetheless going, which strengthens your entire model story.
