All Great Brands Do One Thing

All great brands and products surprise and delight. Marketing
 professionals love surprise-and-delight campaigns. A marketing
 strategy that focuses on surprise and delight usually involves
 randomly selecting some customer to receive a free product or
 experience. But there is one thing that marketers salivate over
 even more than surprise-and-delight campaigns: products that
 actually surprise and delight.
 
 Not long ago, I was meeting with a friend who talks about his
 car every time I see him. About two years ago he bought his first
 luxury car, and ever since, he has been evangelizing to everyone
 who will listen about the features, comfort, and performance of
 this car. It is clearly a surprise-and-delight product.
 
 When I was leaving, I joked to his assistant, “Do you get
 sick of hearing about that car?” She smiled in a way that told
 me she was having a secret thought. I asked her what she was
 thinking, and she told me, “Well, I have to say, I do wish I had
 one. The other day I took it to the dealership for its regular
 service and oil change. They are amazing. It’s not even my car,
 but they treated me like a princess. Coffee, magazines, food
 and snacks; they offered me a quiet place to work; the personal
 attention never ended.” Wow. I walked away thinking, there is
 a brand that has combined a surprise-and-delight product with
 surprise-and-delight service.
 
 But don’t fall into the trap of thinking that a surprise-and-delight
 product has to be expensive. It has nothing to do with
 price. Ask people about their favorite fried chicken and you will
 see the look of surprise and delight in their eyes as they tell you
 why no other brand of fried chicken compares to their favorite.
 Ask mothers of young children about their favorite baby stuff and
 every single one of them will become animated as they tell you
 about some fabulous little thing that makes their lives so much
 easier. They have a disproportionate amount of appreciation for
 the object, whatever it is. There it is again: surprise and delight.
 
 Matthew Kelly
 

 From The Culture Solution
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