It is for instance, Era's stain removing ability, or Federal Express promising overnight delivery. Information on physical attributes is necessary in the courtship of the consumer. But the consumer will continue purchasing only until a prettier product comes along. Brands sold for their physical attributes live with the permanent obligation of justifying every sale with performance or price. Alone, they are not enough to justify long-term commitment and marriage.
Style is the way the brand presents itself.
All those are style descriptors. Style helps you determine if the brand is compatible with your own sense of self. Whether we like the style of a brand or not is essential in determining the kind of relationship we will have, at least initially. While sales based on physical attributes rely on convenience, performance or perception of value, style adds the first step of emotional involvement, an incentive to take a good look at the product. If the consumer likes the style, he will look at a product a little closer.