To date, branding has been about setting consumer expectation. We use ads and customer experiences to create an expectation of what will happen when we use a product. With L’Oreal, our hair color is movie star beautiful. Purchasing Apple products makes us tech-forward. Insurance from Geico saves us 15%.
I call this approach benefit pounding. We recite and repeat the benefit and hope it sticks. It’s an age old branding trick that serves up an idea ad nauseam, hoping for a resonance. Benefit pounding for many brands has become context. I watched a Google insights (little i) YouTube video with David Droga yesterday and he smartly talked about context. He suggested we get to know the context consumers are bringing to their consumption of our marketing messages, before we start building. It’s good tradecraft. Context 101 dictates that marketers and branders deal with benefit pounding…and use it to their advantage. Sure we can hide our “pound” in a story, but consumers are conditioned for see through it. Obvert it, invert it. It’s good theater.
Proper brand design sets the benefit topography. It frees smart creative people to deliver benefits in more unexpected, context-breaking ways.