Are You Fulfilling Your Brand Promise?
Throughout my career, I’ve had the amazing opportunity to work with some amazing brands across a multitude of advertising campaigns. We’ve won some awards along the way and made headlines across industry trade publications. But I felt there was always something missing in the advertising space. I felt that each campaign that was developed was stopping short of something more important; something more human and valuable.
While reflecting on my career and the advertising industry, this feeling started to become more clear. I noticed that advertising is the act of communicating a brand’s promise in hopes that someone will buy something. The thing that was missing, was the experience that a consumer had once they did decide to buy something. There was a massive disconnect from the shiny, high production TV commercial and the website or retail store that the commercial told me to go to. The brand promise was communicated effectively, it made someone take action, but the brand promise was never fulfilled. That was the missing link that was haunting me throughout my career.
It’s predicted that a brand’s experience will be the number one driver for purchase decision by 2020, surpassing price and product efficacy. This stat shows that it’s not just a hunch I had along my career, but something that consumers are asking for as well. Consumers don’t want to be sold to through advertising, they want to buy into an experience that matches their needs and lifestyle.
As you and your team are planning 2019 and finding ways to drive brand growth, you should look to refining and enhancing your brand experience to fulfill your brand promise, not just communicate it.
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