I just ordered a set of eight books. I found the set online at a favorable price from a vendor I’d never heard of. I also saw that Amazon offered the set via a third-party vendor, but for $20 more.
Last time I ordered from an Amazon third-party vendor, I was dissatisfied. The book I received was clearly used, whereas I had ordered one described as “like new.” I informed Amazon. Within 24 hours, the third party vendor apologized, refunded my money, and told me I could keep the book with their compliments.
So I just ordered the set through Amazon and paid the extra $20. Gleefully.
The brand experience Amazon created for me is one where I know I can count on them. In this case, that assurance was easily worth an extra $20 to me. Now, had Amazon failed to come through earlier, the coolest logo and the slickest slogan would have made no difference.
When a client asks the RESPONSE Agency for a magical creative solution that is sure to attract a new market, my first question is: What is it about the experience you deliver that the new market will appreciate? Branding isn’t just about spewing hot-air promises in slick ads. It’s about delivering an experience that is meaningful to the customer you hope to win.