“Purchase brands focus on the ‘moments of truth’ that happen before the transaction, such as researching, shopping, and buying the product. By contrast, usage brands focus on the moments of truth that happen after the transaction, whether in delivery, service, education, or sharing.”
Here’s a subtle difference between digital/newcomer brands and traditional/legacy brands that I’ve never considered before — legacy brands try to position themselves in the minds of their customers while the newcomers position themselves in the lives of their customers.
Harvard Business Review breaks down the different approaches and explains why the most successful brands now focus on users instead of buyers.
It also points out how the different approaches can be seen when you compare brands like Airbnb to Hilton/Marriott, Red Bull to Coca-Cola, and Tesla to BMW.