untested brand if its product is of high quality and utility Understanding Changing Telecommunications - Building a Successful Telecom Business They like very innovative, avant-garde products and brands. Therefore, their attitude towards a brand depends on its current activities and image. The preference for Pioneers' brands is very often taken over by Materialists. A brand must renew its image constantly in order to be appreciated by Pioneers. How to seduce Pioneers: High tech, original and daring design Stress innovation and potential for creativity Allow for personalization Communicate by using brand values rather than functionality Pioneers were the first Internet users and they remain connected today. The Internet fulfils their need for a constant renewal of information, for contacts with different people, and also allows them to use their talents as explorers. Innovation makes Pioneers feel in contact with the future. For them change is good. Unforeseen events or complex situations do not confuse them. Achievers Achievers are rational people, who like to see their world as a well-functioning machine. They are also status seeking and status to an Achiever means having the 'right' job and affording to buy all the products and brands they regard as status markers. They want to live a life in luxury and make sure that other people notice it. Achievers are not the kind of people to bother with petty details and often go straight to what is important. They trust themselves and are often confident in their judgements. They privilege productivity over creativity. Showing-off, 'getting there', status seeking, having power, having money are typical features. Achievers don't read much, but they sometimes have a look at car or men's fash- ion magazines. They are searching for products and services that stress convenience. They will pay for quality product categories that convey the idea of success and act as status markers. Materialists The world of the pleasure and opportunity-seeking Materialist is a world of amuseme