In our hyper technology driven world a new marketing imperative has reinforced the age old concept of endearing brand loyalty. It is creating a cumulative competitive advantage. Easing customer access to a product is reinforcing and growing brand equity.
Amazon is the pioneer of this strategy with their totally customer centric culture and religious focus on improving the customer experience. Building on the basic concept that customers are creatures of habit and don’t want to expend the mental energy to consider change or a challenge, they are constantly introducing new ways to make the purchase decision easier.
Let’s take the new Amazon “Dash”, which is a wireless device that can be placed near where a routine product like Tide detergent. In this case the Tide brand has already established brand equity with the customer and the Tide Dash device offers a convenient way to automatically reorder replacements with a simple tap on the conveniently located Tide Dash stick. The replacement is delivered within 24 hours.
By adding the brand identity/logo to the stick device, P&G has eliminated any competitive threats indefinitely. And it has insured a continuing stream of revenue for their Tide brand. In this case P&G has embellished Tide’s value proposition by making an automatic repurchase into a comfortable choice for their customers.
Savvy marketers like P&G offer their customers an easier way to continue their already familiar relationship with their brands. Marketing is more about perception of value and service than price.
By keeping marketing and communications simple, you will be more successful in maintaining and growing brand equity. For example, “new” is inherently more threatening than “improved.”
Marketing is the battle for the customers mind. The mind is basically lazy and when challenged to consider a complex value proposition it will opt for the more familiar every time.
Think about the concept of water resistance for a smart phone—a historical problem. Samsung promoted a variety of technological advantages, including water resistance with their recent Galaxy S5 that confused and challenged customers’ minds. Apple, on the other hand, promoted their new iPhone 7 as “water resistant”, which is a much simpler message to absorb.
Whether it is with routine products or services, the promotion of simple solution to everyday problems is the winner. Let’s take razor blades: expensive and often stolen—and now kept locked at the local pharmacy. The solution is the Dollar Shave Club with a simple message: great razors, inexpensive and delivered automatically to your door. Today, the Dollar Shave Club has eight percent of the $3 billion market for razors and blades.
TJ Maxx, BJ’s and Costco are all similar examples of simple solutions to customers problems. The list continues with Uber, Airbnb, ZipCar and anything that is “free” like EBay, Instagram, Twitter and Google. Add to the list with Intuit, Quickbooks and TurboTax.
So the question should be not “what else should I make” as that can easily be duplicated. But rather follow the Amazon model with your question: “How can we make doing business with us easier?”
Brand success today is keeping the process simple and easy for the customer to adopt and continue using. When the customer says “I love it”—you have won the battle for the customers mind.
I am sure this paragraph has touched all the internet visitors,
its really really pleasant post on building up new weblog.
Thanks for the writeup. I denieitfly agree with what you might be saying. I have been talking about this topic a whole lot lately with my brother so hopefully this will get him to see my point of view. Fingers crossed!
I really like it when folks get together and share ideas.
Great site, stick with it!
I truly love your website.. Excellent colors & theme.
Did you develop this amazing site yourself? Please
reply back as I’m hoping to create my very own site and would love to know where
you got this from or exactly what the theme is
named. Thanks!
It’s very straightforward to find out any topic on net as compared to
textbooks, as I found this paragraph at this site.
Its such as you read my mind! You seem to understand a lot about this,
such as you wrote the e book in it or something. I think that you could do with some
% to force the message home a bit, however instead of that, that is great blog.
A great read. I’ll definitely be back.
I have been browsing online more than 2 hours today, yet I never found any interesting article like yours.
It is pretty worth enough for me. In my view, if all webmasters
and bloggers made good content as you did, the net will
be a lot more useful than ever before.
Good day! I know this is kinda off topic but I was wondering
which blog platform are you using for this website? I’m getting sick and tired
of WordPress because I’ve had issues with hackers and I’m looking at options for
another platform. I would be awesome if you could point me in the direction of a good platform.
Hi, I do believe this is an excellent website. I stumbledupon it
😉 I’m going to revisit yet again since i have saved as a favorite it.
Money and freedom is the best way to change,
may you be rich and continue to help others.
Greetings from Carolina! I’m bored to tears at work so I decided to check out your blog on my
iphone during lunch break. I love the info you provide here and can’t wait
to take a look when I get home. I’m surprised at how quick your blog loaded on my phone
.. I’m not even using WIFI, just 3G .. Anyhow, great site!
Everyone loves what you guys tend to be up too. This type of clever work and exposure!
Keep up the terrific works guys I’ve incorporated you guys to my blogroll.
I aam suree this post hhas touched alll the
interet visitors, itss really reall pleaasant poece of wrting oon building upp neww blog.
I visited many blogs except the audio feature
for audio songs current at this site is really wonderful.
I believe that is among the so much important info for me. And i am satisfied studying your article. But should observation on few common issues, The site taste is wonderful, the articles is actually nice :D. Just right activity, cheers.
It’s appropriate time to make a few plans for the long run and it’s time to be happy.
I have read this put up and if I may just I wish to recommend you few fascinating things
or advice. Perhaps you can write next articles regarding this article.
I want to learn more issues about it!
Hello my friend! I wish to say that this post is amazing, great written and include approximately all important infos. I’d like to peer extra posts like this.
It’s remarkable to pay a quick visit this
web page and reading the views of all mates concerning this paragraph, while I am also eager of getting know-how.
Thanks for the tips on credit repair on this particular web-site. What I would tell people should be to give up the mentality that they buy now and fork out later. As being a society many of us tend to do this for many issues. This includes trips, furniture, as well as items we wish. However, it is advisable to separate a person’s wants from all the needs. When you are working to raise your credit score you have to make some sacrifices. For example you can shop online to save money or you can click on second hand stores instead of costly department stores pertaining to clothing.
I am sure this article has touched all the internet visitors, its really really nice article on building up new weblog.
Howdy! This article couldn’t be written any better!
Reading through this post reminds me of my
previous roommate! He always kept talking about this.
I’ll send this information to him. Fairly certain he’s going to have a great read.
Thank you for sharing!
It’s perfect time to make some plans for the future and it is time to be happy.
I have read this post and if I could I want to suggest you
some interesting things or suggestions. Perhaps you could write next articles referring to this article.
I desire to read even more things about it!
I am sure this article has touched all the internet visitors, its really really pleasant post on building up
new weblog.
I have been surfing on-line greater than 3 hours today, but
I by no means discovered any attention-grabbing article like yours.
It is pretty price enough for me. In my view,
if all site owners and bloggers made just right content as you did, the web shall be a lot more helpful than ever before.
Way cool! Some extremely valid points! I appreciate you writing this write-up plus the rest of the site is also very good.
Way cool! Some very valid points! I appreciate you
writing this post and also the rest of the
site is also really good.
I am sure this post has touched all the internet users,
its really really nice post on building up new webpage.
I have been browsing online greater than three hours
nowadays, yet I by no means discovered any fascinating article like yours.
It is lovely worth sufficient for me. In my view, if all site owners and bloggers made good
content as you did, the net will likely be a lot more helpful than ever before.
Whoa! This blog looks just like my old one! It’s on a entirely different
topic but it has pretty much the same page layout and design. Outstanding choice of colors!
I needed to thank you for this excellent read!! I absolutely loved
every little bit of it. I’ve got you saved as a favorite to
check out new stuff you
It’s the best time to make some plans for
the future and it’s time to be happy. I have read this post and if I could I
wish to suggest you few interesting things or advice.
Perhaps you could write next articles referring to this article.
I want to read even more things about it!
I love it whenever people get together and share thoughts.
Great blog, stick with it!
I have been browsing online more than three hours today, yet I
never found any interesting article like yours.
It’s pretty worth enough for me. In my opinion, if
all website owners and bloggers made good content as you
did, the internet will be much more useful than ever
before.
I need to to thank you for this wonderful read!! I definitely enjoyed every little bit
of it. I’ve got you bookmarked to check out new things you
Hi there, I enjoy reading through your article post. I wanted to write
a little comment to support you.
It’s the best time to make some plans for the future and
it is time to be happy. I’ve read this post and if I could I wish to suggest you few interesting
things or advice. Maybe you can write next articles referring
to this article. I want to read even more things about it!
I enjoy what you guys are up too. This kind of clever work and coverage!
Keep up the terrific works guys I’ve incorporated you guys to my own blogroll.
I have been browsing on-line greater than 3 hours lately, yet I never
discovered any attention-grabbing article like yours.
It is beautiful value enough for me. In my opinion, if
all webmasters and bloggers made excellent content material as you did, the net shall be much more helpful than ever before.
I am actually grateful to the holder of this website who has shared this enormous post at at this time.
I like it whenever people get together and share ideas.
Great site, continue the good work!
I am sure this post has touched all the internet
users, its really really pleasant paragraph on building up new
web site.
I’ve been browsing online more than 2 hours
today, yet I never found any interesting article like yours.
It’s pretty worth enough for me. In my opinion, if all web owners and bloggers made good content as you did, the web will be much more useful than ever before.
Well I sincerely liked reading it. This post offered by you is very helpful for proper planning.