ompanies try to place their product on the market that suits it best, for example the "love, friendship and togetherness market" is the perfect location for goods like perfume or restaurants and entertainment in general. The products' stories are tailored to the particular market and their target group; on this market, for example, the feeling of friendship and "having a good time" is emphasized.
             The goods are actually exchangeable, but it is the story behind them that counts. The one with the best story makes the deal. The one that can better adjust the story to the consumers' needs and wishes is more successful.
             "The 'surplus society' has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality."(Kjell Nordstrom and Jonas Ridderstrale, Funky Business)
             As we are living in a surplus society right now, companies have to find ways to stand out against their competitors. Some ten years ago there was far less competition on the market and "normal" advertisement was sufficient for selling a product. Now the situation has changed and companies have to create other ways to become the consumer's favorite.
             So they try to manipulate the customers' shopping behaviors. It is not only a product anymore, it is a certain lifestyle or political attitude. The "bird-friendly" coffee I buy, makes not only clear that I like to drink coffee, but even more important that I care for endangered birds and it shows my environmental awareness. The coffee is thus not only a coffee; it is a statement.
             Therefore the company with the better story and the better statement is likely to win the customer and with him the market share. And that is all that counts in our surplus society with similar products and similar comp...