- Start by making a Promise (via marketing activity).
- Then Deliver (the promise).
- Then Delight (WOW consumers by exceeding the promise).
Tuesday, 3 May 2011
The Role of Enchantment
I just bought Enchantment - a new book by Guy Kawasaki - in which Guy defines enchantment as the process of delighting people with a product, service, organisation, or idea. The outcome of enchantment is voluntary and long lasting support that is mutually beneficial.
This fits very closely with my thinking.
Enchantment plays a key role because to win brand organisations need to deliver brand experiences that:
Delighting consumers requires focus and resource but will increase loyalty and advocacy - so worth it (see mutually beneficial comment above).
I will read Guy's book with interest.