People want technology to enhance their personal performance, not that of a particular device. The speed of the device is only relevant if it makes people feel faster and able to perform better. Intel, even though it is one of the most recognized names in the world, did not connect deeply with people’s true motivations for purchasing computers. The company realized that they needed to understand what performance truly means to people.
Brandtrust’s emotional studies unveiled that people need to feel that a brand empowers them to explore various aspects of who they are and who they can ultimately become.
The new insights shifted the way the marketing and engineering teams think about their business and products. This enlightened perspective about the true meaning of performance is now applied to marketing, messaging, new product design, and the customer’s experience.