When folks ask me why El Tesoro is my favourite tequila, I at all times reply by sharing a little bit of the model’s lore on how they’re one of many final remaining distilleries to make use of the standard technique of utilizing a volcanic tahona stone wheel to crush their agave piñas, which unlocks the true flavors of their blue Weber agave vegetation.
I don’t really perceive any of that, nevertheless it’s a terrific mental alibi to rationalize my resolution with individuals who ask why I select it over different tequilas. It not solely makes for good bar speak, it makes me sound much more like a tequila aficionado than “I chose it because the bottle looks cool.” And sure, the bottle is sort of eye-catching — the truth is, the cork has a reproduction of the tahona stone on it.
The bottle is actually topped with the model’s mental alibi. It cues that the drinker is sipping a tequila because it’s meant to be, the standard means, the fitting means.
An excuse for emotional choices
Mental alibis are utilized by manufacturers to assist shoppers rationalize a call that’s pushed by emotion, serving to shoppers current it as a substitute as a fastidiously thought-out and logical selection.
Analysis signifies that key drivers of brand name desire, like impulse, preliminary attraction and ultimate selection, are swayed rather more by emotional elements than by rational ones. However these choices are made all the simpler when they are often backed up with purpose. El Tesoro and different nice manufacturers perceive this helps inform a greater model story.
Few classes are extra rational than batteries, but the No. 1 battery firm on this planet is Energizer, whose advertising within the U.S. is dominated by a cheeky, sunglass- and flip-flop-wearing pink rabbit. Although a model mascot, the Energizer Bunny is a part of our cultural consciousness; tune into an NFL sport and also you would possibly hear an announcer evaluate a participant to him. The Bunny is so beloved that he even has a paw on the Madison Avenue Stroll of Fame.
The Bunny drives model selection, and the overwhelming majority of the model’s promoting celebrates that the Bunny remains to be going, however the mental alibi — representing “the world’s longest-lasting battery” — gives a easy rationalization as to how he’s nonetheless going, which strengthens your complete model story.
