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.