Comparing Smartphones to White Castle

Today I had White Castle for lunch. Those mini-burgers,the size of a dinner roll, that I will go out of my way to get when the carvinghits.

Looking at the packaging printed with “celebrating 90years”,I mentioned to my husband that I remember when they celebrated their 50^th.

He just looked at me and said: “You’ve had a long termrelationship with them, haven’t you?”

I blinked at him a few times as I thought about that. Yes, White Castleand I have had a very long term relationship. Or to put it another way, I amextremely loyal to that brand.

Like most families I knew growing up, we didn’t go out toeat very much. When we did, it was a fast food place where my sister and Iwould split a burger. Since neither one of us could finish a burger on our ownmy mother didn’t waste the money buying us each one.

When we stopped at White Castle,the burgers were small enough that we could finish them so we each got our own.

Unknowingly, White Castle had filled a greatdesire in my 6-year old heart: to have my own burger I didn’t have to share.

This wasn’t a need. I had plenty to eat splitting the other burgerswith my sister. It was a very strong want. And because they were able to fillthat want so well for those grade school years, they have gotten over forty years of brand loyalty from me.

Sometimes finding a Need and filling it isn’t the best wayto create brand loyalty. Sometimes the best way to create brand loyalty andrepeat customers is to find a Want and fill it.

We’ve gotten older but the want of not having to share isstill there. It’s no longer about a burger but it could be about an iPad or asmartphone. How often have you watched your husband or child playing on asmartphone and wished you had one of your own?

But then you talk yourself out of it because it’s just toocomplicated. And you don’t need your teenager rolling his eyes at you if youtry asking for help.

If only a smart phone company would put out a manual thattruly explained the features of their phone in a way we could understand. Theydon’t realize that when we find something we like, we tell other women aboutit. So filling the want we have, for a smartphone we can understand, not only gets them one loyalrepeat customer but several of her friends as well.

When comparing smartphone companies to White Castle, the smartphone companies still don’t understand what our want is.

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