I talk a lot about the power of delighting consumers.
I believe if a brand can deliver a brand experience that over-delivers and delights - the consumer is more likely to buy again and may be even talk about your brand. (Many studies demonstrate that word of mouth is one of the most influential touchpoints).
Seth recently wrote an interesting blog about the paradox of promise in an age of word of mouth.
It is worth a read and he references a really useful MBA chart (above).
It is challenging but simple.
Brands need to be really smart about the promise they make and, when it comes to advertising, they must only talk about what their brand will deliver.
Then they must ensure the deliver what you promise every time.
Failure to do so will, at best, stop consumers buying again and, at worst, make them angry. Angry consumers can create a serious headache given that social media is like word of mouth on steroids (an excellent quote from the popular ‘What The F**k is Social Media’ slideshare presentation). Check out my previous article about United, Dell and Comcast
The best brands deliver every time and also work out how to delight.
This is not easy but it is worth the effort.
A good start point is to assemble all the key stakeholders who are involved in delivering brand experiences across the whole path to advocacy.
Align on a definition the brand experience you can deliver consistently.
Then ensure the organisation is in-sync and focused on delivering it.
This is what winning brand organisations do time and time again. [Think Apple, Zappos, Virgin]