Delighting the consumer at the ‘second moment of truth’ should be the objective of all brands

I read a comment made by Nigella Lawson in a recent interview that all brands teams should take note of.

When asked whether Nigella was into gadgets, she responded by saying: “I am...I love a new toy. I read instruction manuals because I like revelling in my purchase in the same way I read the brochures that come with face creams. I like getting the full pleasure from every purchase.”

This is a clear insight – albeit from an unlikely source – into why it is so important to deliver at the ‘second moment of truth’.

I go on about how brand organisations must consider the brand experience they deliver at every stage of the path to advocacy. The buy stage is really important.

If you can deliver an experience that WOWs consumers when they first open and use a new purchase they are much more likely to become a loyalist and even an advocate.

I just don't get why so few brands get it right. [Think Apple]

Cadbury’s plan to open cafes that should delight consumers

Cadbury's [according to a recent post by Business Spectator] are going to open a chain of cafes in the UK - called Cadbury Cocoa House.

I love this idea.

It will be a brilliant way for Cadbury’s to deliver their consumers’ with brand experiences that delight.

I go on about this all the time...but for me it is obvious, when a brand delivers an experience that delights consumers they will buy again and tells others about it.

Business Spectator talks about how other categories could adapt this concept. I totally agree.

My recommendation for any brand organisation is to build a collaborative team (marketing, sales, customer service, etc) and work out how you can deliver brand experience that will WOW consumers.

That’s how to drive advocacy and business success.

P&G places greater focus on packaging and announces a ‘design thinking’ approach

Buy is a critical stage of the path to advocacy. This is when the consumer is in-store selecting which brand they want to buy – or the consumers' ‘first moment of truth, as P&G calls it.

There is an interesting article in AdAge in which P&G has announced that all marketing ideas now have to show they work at the shelf.

This is smart.

Packaging is one of the most influential touchpoints. Moreover, Nielson Bases research for P&G revealed that it is a key driver of awareness.

That is why P&G are putting design thinking at the centre of their multi-functional brand-building teams.

The challenges they face are known by all brand organisations:

• Big retailers are restricting use of displays and point-of-purchase advertising.
• Retailers and consumers are also pressuring brands to make their packages smaller and thereby more sustainable.

This means the role of the package is much more important so BIGGER ideas are critical - because when retailers see big ideas they tend to give brands more space.

P&G have asked their communications agencies to vet ideas first in store, because that often can be the most challenging environment to communicate an idea.

My advice is to follow this approach, but also make sure your packaging is informative and consistent with what the brand is all about.

Oh yes, and one last thing....don’t change it too often.