There is an excellent article in Forbes.com (written by Kerry Bodin at Forrester) about how brands need to carefully match what they promise in their communications with what they are capable of delivering.
The article talks about two airline ads:
A United Airlines ad run a couple of years ago showing a dad (depicted as a cartoon character) being transformed into an unreal world where he slays dragons, receives a crown from 2 beautiful girls, etc. The implicit promise being - "You're going to feel like a king on our airline" - is one that United has had trouble living up to.
There is clearly a massive gap between the promise and the reality.
In contrast a recent JetBlue ad pokes fun at airlines competitors by imposing buggage fees on unsuspecting New York taxi passengers who rapidly become irate. The ads explicit message is - "if you would't take it on the ground, don't take it in the air" - also has a promise behind it.
This approach is totally in-sync with what the airline delivers.
It isn't complicated. Check-out the PDD™
- If you over-promise it will result in disappointed consumers - who may not buy again.
- If you deliver what you promise then you are more likely to have happy consumers who will buy again.
- The winning approach however is to over-deliver your promise in a way that delights consumers. Delighted consumers are more likely to buy again and even tell their friends. This is a powerful way to build a sustainable competitive advantage.
The Forbes article goes onto explain that brand organisations should map out their consumers' journeys and design ways to deliver at every stage.
This echoes my thoughts on what I call the path to advocacy framework.
Why not use it and collaborate with the appropriate leaders in your organisation to ensure that great brand experiences are designed for each stage of the path; and that the whole organisation is focused on delivering and delighting.
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There is clearly a massive gap between the promise and the reality.
Brand Experience Agency
This is how my associate Wesley Virgin's biography launches in this SHOCKING AND CONTROVERSIAL video.
As a matter of fact, Wesley was in the army-and shortly after leaving-he found hidden, "MIND CONTROL" tactics that the government and others used to obtain whatever they want.
THESE are the same methods lots of famous people (notably those who "became famous out of nowhere") and top business people used to become wealthy and successful.
You probably know how you only use 10% of your brain.
That's mostly because the majority of your brain's power is UNTAPPED.
Perhaps this conversation has even occurred INSIDE your very own head... as it did in my good friend Wesley Virgin's head seven years back, while driving an unlicensed, beat-up bucket of a car without a driver's license and in his bank account.
"I'm absolutely frustrated with going through life check to check! When will I finally succeed?"
You took part in those types of questions, right?
Your success story is waiting to be written. Go and take a leap of faith in YOURSELF.
Watch Wesley Virgin's Video Now!
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