The Kitchenaid example works because:
- It helps the consumer get the most out of the brand
- It makes her feel good about it
- It gives her a positive story to tell others about it (social media is like word of mouth on steroids which helps make this story spread)
The result should be improved sales, as loyalty and advocacy drives consumer acquisition.
Hayley goes on to point-out that marketers usually spend all their time and resource on acquiring new consumers (the brand promise stage), rather than taking care of consumers they already have.
If you are serious about driving brand sales then think about the brand experience at all stage of the path to purchase and not just acquisition. Check out my tips about the use stage.