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
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