There is a wide variety of products and services in the world.
Any product or service is an expression of a brand’s unique philosophy, ideals, ideas, and actions, and as such, can be viewed as an embodiment of a brand’s values and the brand itself.
The words and expressions used to communicate the product or service are part of the “form” that embodies the brand and its values.
However excellent a product or service, we cannot always say that consumers will understand its value if there are no words or if those words are disregarded. In one way or another, words and expressions influence the way the “form” of products and services are perceived. Whether the consumer is aware of this influence or not, it is better to think that they evaluate the brand and its values through the overall “form.”
Unless consumers are comfortable with the “form” of a product or service, they may not choose it. Most consumers do not want to simply use a product or service but also want to experience the richer lifestyle they gain by using it.
Consumers are exposed to the words and expressions that play such an important role in creating this “form” through a variety of media. A single catchphrase, a few pages in an article, a press release, a pamphlet, a magazine, a book… the possibilities are endless. These may be in paper or digital format, written in Japanese or English, or as translations.
Regardless of the media, consumers rely on words and expressions that they can see, read, understand, and absorb to make judgments about whether or not to use a product or service.
SWITCH T fully understands the significance of this “form” and provides support to brands that struggle daily to find better ways to deal with this reality.