When one person gives another person a perfect gift, the gift is valuable in three ways:
- The gift itself is intrinsically valuable to the one receiving it.
- The fact that the giver knows what the receiver will love demonstrates that the giver cares enough to reflect on what the receiver will value and this effort has yielded real insights. The perfect gift is evidence that the giver cares and understands.
- The gift becomes symbolic of the receiver’s own relationship to the world — an example what she defines as good. The perfect gift becomes a concrete symbol of the receiver’s ideals, which she others can see and understand, and contributes to the receiver’s own self-understanding and social identity.
Great brand experiences are similar to gifts. When a brand experience is successful the customer gets something valuable, sees tangible proof the company understands and values them, and finds a bit of social affirmation.
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