Brand leverage? Don't kid yourself
I get too many creative briefs that insist that the brand affiliation alone is a "key selling point."
Really?
That may be true if you're Lionel Trains or Harley-Davidson motorcycles. But what if you're a bank? Or a cable company? Or the phone company? Do you really believe that customers value their relationships with you as much as you appreciate your relationships with them?
Effective marketing begins with ruthless self-honesty. And let's face it -- few customers hold warm and fuzzy feelings for the business relationships modern life imposes upon them.
So why lead an offer with a "and it's from Bombast Bank, a name you know and trust" kind of message? You're practically begging for the door slammed in your face.
Customers love themselves. Make them offers that serve their self-interests.
But don't confuse your self-interest with theirs.
Really?
That may be true if you're Lionel Trains or Harley-Davidson motorcycles. But what if you're a bank? Or a cable company? Or the phone company? Do you really believe that customers value their relationships with you as much as you appreciate your relationships with them?
Effective marketing begins with ruthless self-honesty. And let's face it -- few customers hold warm and fuzzy feelings for the business relationships modern life imposes upon them.
So why lead an offer with a "and it's from Bombast Bank, a name you know and trust" kind of message? You're practically begging for the door slammed in your face.
Customers love themselves. Make them offers that serve their self-interests.
But don't confuse your self-interest with theirs.
1 Comments:
Jonathan,
Actually, I love my bank, but thankfully, they don't send me messages with "The bank you trust" as a key selling point. Usually I get messages about their very friendly "people" hours (open on Sundays!) and "totally free checking." I like them because they give me good service.
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