Not every product or service is perfect. Some have warts. Better alternatives are often available. So how do imperfect marketers move on? Well, they can and should try to improve the product; that said, Pepsi will never learn Coke’s secret formula. So what do they do?
When called in as a brand strategist in these imperfect product cases, I dive in looking for all that is good. My framework is about customer “care-abouts” and brand “good-ats.” When the two are aligned, we have a plan. When not we have work to do.
Have you ever walked past a person on the street with a magnetic sense of style? Attractive but not pretty or handsome? They are accentuating the positives. They’re not hiding unattractive qualities, they’re celebrating what they have. With panache. That’s what brand planners do. They find an organizing principle for product or service that is loveable and admirable. And they help find ways to celebrate it. Experience it.
As a child, I was not a fan of clams. My west coast uncle came to town and with a few slurps, some facial expressions and a excited description or two, changed my whole perception. His love came through.
This is how we do-oo it!