Love this take from the Sizzle regarding customers who purchase consumables of a brand.
Essentially: the brand considers you as an investment when you purchase a printer (ie they’ll make a return on you in the future when you keep purchasing more ink).
Whilst it’s definitely true (as it is for all companies that sell a loss leader – as most printers are), customers generally don’t like to think of themselves like that.
Food for thought for brand marketers.
Disclaimer: we work with a HP competitor in this exact space. This isn’t a criticism of the HP approach, instead it’s a reflection on the optics.