Lesson Twenty-Five: My Divine Hammer

I’ve developed a meaningful relationship with a hammer .He’s a 14 oz. steel, straight-claw Mastercraft, with rubber sure-grip.

I call him The Master.

I bought him after I broke the handle on my old wooden hand-me-down hammer pulling out a large and stubborn nail.

I never really connected with that old hammer, but me and The Master kick some ass together. I had no idea how much destruction a man and a hammer could inflict on a basement in need of renovation. We’ve been ripping down walls, tearing up floors, smashing and pounding and acting primal. It’s really fun.

The Master is rugged and dependable (and backed by a life-time warranty) and I’m feeling that way too. Two months ago I didn’t know a retaining wall from an exterior wall. Today I’m a master builder, offering unwanted advice to the more skilled labour who are helping out.

Now isn’t that the point of branding, to create a relationship between product and consumer? My rational mind knows, of course, that it’s just a hammer. But I feel strong and manly with The Master in my hand.What do you think is more powerful? And when it comes time to buy more tools, what will resonate in my head?

Branding is the transfer of attributes from product to consumer. iMac people are more unique and think differently; Rolex people are rich and sophisticated; Volvo drivers are safer than the rest of us; Mastercraft people are hard working, dependable, and guaranteed for life.

Sounds just like me.


Principles of Persuassion by Shane Spark