Brand experience. Operations as marketing (Zeus Jones). Brand experience design (Starfish). These smart schools of thought surrounding branding all encourage marketers to operationalize a key brand promise into product development and delivery. People who practice this craft are marketing winners.
The strategy “best groomed mountain in the northeast” for ski resort Windham Mountain wasn’t just about moving snow around the mountain, it was about cleaning stains off the carpets, providing dental insurance to employees, handing out mud mats to cars owners leaving on warm days.
This may sound like a no-brainer – deliver, even over-deliver, on what you promise – but many companies don’t have the stomach for it. It adds expense, some say. Well it’s not a promise unless you do it. If you don’t do it, it is a lie — marko-babble. Marketing fluff. Noise.
Grooming was a business-winning strategy for Windham. Was it defensible? Every day! Peace.