I recently attended a talk where I was told that - like it or not - I was a 'super consumer' of something. Whether smoothies, spatulas, sewing kits or Creme Eggs (guilty!), there is a point where we all go from liking a product, to loving it, to becoming perhaps a little obsessed with it.
We form emotional connections with certain brands and - as Eddie Yoon claims - we stop caring about the price. This makes the super consumer an invaluable marketing tool. I do question whether the 'super consumer' really exists, although it cannot be denied that we are seeing more evidence of unquestioning devotees willing to put time, money and effort into a brand.
Last night, the BBC questioned Donald Trump super-fans about his comments and recent (I would say fairly obvious) failures. They insisted that he is intelligent and articulate, always. Now, I am sure we can all agree that any person can make a rash comment - and that most of us would suggest that Donald Trump is particularly guilty of this. But for Diamond and Silk, he can do no wrong. In our 'post-truth- age, perhaps the 'super consumer' is not just about brands; but ideology. Politics and purchasing power are now, perhaps, something that can become 'set' for us as good vs bad, and nobody can talk us out of it. This is invaluable to marketing, and possibly a tragedy for politics.
I'll make myself feel better with a Creme Egg.
Cambridge has come to the conclusion that there are certain consumers who can genuinely be rated "super." These are not bulk buyers - they can always be lured away by better offers - but individuals who have a special attachment to the brand.