Promise vs. Philosophy based

In the book: The Method Method by Eric Ryan, Adam Lowry, Lucas Conley. Promise-based brands vs. philosophy-based brands is discussed. The example they give is this: Promised-based brands = “always low prices” vs. Philosophy-based brands = “help you live better.” I think this is a brilliant and very straight forward theory lesson.

From a designer’s perspective this notion of promise- vs. philosophy-based is very akin to the notion of a user’s core value—where you design from a higher-level & perhaps esoteric perspective. This whole point being—to make sure a design keeps the user true motivator in focus. Always low prices does mean something to a consumer, yet at a higher level why do people even care about low prices? Well the ‘ol saying has changed. Walmart has moved to a more philosophy-based brand. What was once “Always low prices” became “Save money. Live better.”