Saturday, 3 January 2009

Brand Delivery - the moments of truth

This stage of the PDD framework is simply about the brand delivering the (brand) promise that has been made to the consumer.

The first part of it occurs when they go into the store to buy. Ideally they buy without distractions of competitor brand offers. It is sometimes referred to as the first 'moment of truth’ because it is the first time the consumer discovers whether the brand delivers the promise.

The second part (‘second moment of truth’) is when the consumer uses the brand; not just when they unpack and use for the first time, but every time they use it.

The delivery at both these parts is vital. If the consumer intents to buy but is switched to a competitor brand, or the brand doesn’t deliver when being used, then the marketing effort is wasted.

If a brand is successfully delivering the promise then the next thing it should focus on is delighting the consumer, to cement consumer loyalty and motivate them to become advocates.

Sounds straightforward…but why do so many brands get it wrong?

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