More about identity

Let’s say, for any service or product there are fundamentally 3 groups.

Those who are, actually, part of the group that are living the dream. They are driving the ferraris and the lambos.

Then, there are the wannabes. They are those who would love to be part of the first group, but for different kinds of reasons, they are not. They will get the backpack, the keychain, the hat and whatever they may get.

Finally there are the couldn’t care less. They have no intention whatsoever in forming part of any of the former groups. They may even look at them in disdain.

So who would you try to sway to buy your product?