Why we buy

An interesting insight on why we buy from brand play "As marketers, we often talk about demographics and customer segmentation as if people make buying decisions based on who they are right now. Yet personal experience tells a different story. I find that I buy based on who I want to be, not who I am.
Think about that nice suit you bought, or a Rolex, or a Lacoste polo. You're not trying to make a good impression, you're trying to make a better impression.
Think about the health drink you bought this morning, or the Nike watch that tells you how far you've run and at what incline. Those weren't about who you are, they were about who you're trying to become.
As customers, we constantly look to a future self. If I buy this, what will that make me? As marketers, we'd better know the answer. If you buy us, you'll become X. The fact that "aspirational" is still absent from most dictionaries (including Microsoft Word) is baffling to me.
Where do you want to go today, and what brands will help you get there?"