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:
  • Start by making a Promise (via marketing activity).
  • Then Deliver (the promise).
  • Then Delight (WOW consumers by exceeding the promise).
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.

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