Presumers: Privileges for Involvement
Posted: Thu May 29, 2025 5:15 am
Like millions of other Apple devotees, you are standing in line at the Apple Store for the newly launched iPhone 5. You have been looking forward to it ever since you opened the iPhone 4S box. I, you and we are of course not going to stand in line for any brand, product or service. But why do millions of consumers do that?
Of course you followed the latest news, all the rumor sites and you reacted extremely emotionally when a colleague started talking about 'that much better Samsung Galaxy S3'. Just a few more meters and you can actually enter the store (or rather: Cathedral). Away from the cold and the rain to be one of the first in the Netherlands to buy the brand new iPhone 5. Why do you want to be the first? Is it status, or is there more to it?
Meet the presumers : highly educated consumers who want to be involved in the development of a product, service or brand before it is even launched. As a 'thank you' for this contribution, they want privileges such as being the first, exclusivity or more, faster and better options. Because they are so involved and often provide input before the brand experience, they become part of the brand experience. Buying a brand is then no longer enough: you identify with it.
Queue at the Apple Store
Why, how and what
Back to Apple. For months before the launch, we are speculating about the mysterious new product. It list to data gets specs of mythical proportions and fans even make their own visuals (often even more beautiful than the original) of their imaginary product. Why? Because the 'why', or the big 'why' an organization exists, is completely in line with the 'how' and the 'what'. Apple does not make computers, they challenge the status quo which triggers emotion. That, coupled with beautiful products, ensures that people stay out in the cold to be the first to get their hands on that iPhone or iPad.
Of course you followed the latest news, all the rumor sites and you reacted extremely emotionally when a colleague started talking about 'that much better Samsung Galaxy S3'. Just a few more meters and you can actually enter the store (or rather: Cathedral). Away from the cold and the rain to be one of the first in the Netherlands to buy the brand new iPhone 5. Why do you want to be the first? Is it status, or is there more to it?
Meet the presumers : highly educated consumers who want to be involved in the development of a product, service or brand before it is even launched. As a 'thank you' for this contribution, they want privileges such as being the first, exclusivity or more, faster and better options. Because they are so involved and often provide input before the brand experience, they become part of the brand experience. Buying a brand is then no longer enough: you identify with it.
Queue at the Apple Store
Why, how and what
Back to Apple. For months before the launch, we are speculating about the mysterious new product. It list to data gets specs of mythical proportions and fans even make their own visuals (often even more beautiful than the original) of their imaginary product. Why? Because the 'why', or the big 'why' an organization exists, is completely in line with the 'how' and the 'what'. Apple does not make computers, they challenge the status quo which triggers emotion. That, coupled with beautiful products, ensures that people stay out in the cold to be the first to get their hands on that iPhone or iPad.