For a product to work it has to be functional, it has to work. That is the basics, if you want your consumer to love your product then it has to exude emotion. The Lenovo X61 is a great functional laptop. The MacBook Air exudes emotion.
To get to emotional value the key is to understand how the product fullfills people’s needs and desires. Build it that way and market it that way. What is the deep consumer insight?
If no one told you how you were supposed to feel about a product yet by using that product you felt in the know, cool, sophisticated, trendy…….
Now we are on to something.