Don't Sell a Product—Sell a Person Their Identity

It’s been a while since I read the New York Times Insider subscription that I’ve been paying for since 2015.

It’s $45 dollars month, so from time-to-time, I think to myself: Meh, guess I should cancel it. You know, to be a financially responsible person and all. (I’ve heard those are some good eggs, those folks.)

But then every single time I go to pull the plug, something stops me. I realize that I like giving money to The New York Times. I realize that I like being the kind of person who subscribes to The New York Times.

And suddenly, canceling a subscription isn’t about the money, anymore: it’s my about identity.

This is precisely why the best brands take sides; why the best brands draw a line in the sand. Because they know that when you buy from them, you aren’t just buying a product—you’re buying a statement about yourself.

And if what you sell doesn’t represent anything?

Then what they’re buying doesn’t, either.

And soon, it won't just be a branding problem—it'll be a revenue one.