Posted on: October 24, 2019 Posted by: flaviaantonescu Comments: 0

Why customer experiences are better than the product offerings

One of the most influential and reputable Florida International University business professors, Anthony Miyazaki, once said: Focus your brand attributes more on your customer experiences than on your product offerings. What does he mean? The brand is just a name. A product is a product, good, bad or average. Well, not quite. After reading this article, you will agree that the customer experiences have (almost) nothing to do with the product offerings. Let’s start with some brand vs. product examples. 

Jack Daniel’s. Nothing special.

In his book, Ogilvy on Advertising, David Ogilvy explains how whiskey products are perceived among consumers. Why do some people choose Jack Daniel’s, while others choose Grand Dad or Johnnie Walker? Have they tried all three and compared the taste? The reality is that these three brands have different images that appeal to different kinds of people. Or, how Ogilvy said: “It isn’t the whiskey they choose, it’s the image. The brand image is 90% of what the distiller has to sell.” Test your friends to verify the hypothesis. Offer them three different types of whiskey and let them point out which of those three is Jack Daniel’s. They have 33,33 % chances to pick the right one.

Ikea. Terrible product quality, great DIY experience.

Ikea is a never-ending story. Families, children, students, newlyweds, travelers, interior designers, meatballs fans, European food fans, “On Sundays I get bored” fans. All like Ikea. There’s nothing wrong about Ikea. Until you pay more attention. First, the products are questionable. Indeed, you pay less for a table, sofa, carpet, linen, kitchen products, bathroom supplies. But it’s not worth it, because the products have a very short lifespan. Sooner than you think, the table is coming apart, the silverware oxidizes, the can opener malfunctions, etc. Secondly, they encourage the DIY movement. Sounds good. But, think about this, you buy extremely low-quality products and on top of that, you have to assemble it yourself. How much is your time worth? 

Whole Foods. Organic? Not sure. Overpriced? Sure!

First, you need to ask yourself a question. Do you know what organic really means? Does it mean that all the raw products sold at Whole Food are grown in grandma’s backyard, loved by the sun and refreshed by the raindrops? If you don’t know what organic means, you need to check the Q&A section from their website. They have a list of Approved Substances under restricted conditions which the local farmers use when harvesting food. Moreover, the hot buffet offered by Whole Foods has no taste. All the dishes have the same bland taste. But customers prefer buying from here thanks to the “organic” feeling they are receiving. At any given moment, you can find rich recipes, real farm to table food that small businesses offer without being Whole Foods. But customers don’t care about any. They want to buy a certain feeling, that powerful brands like Whole Foods can offer. The feeling that you can afford to buy food from Whole Foods. They have nothing special, but good marketing.

So, you have to consider these aspects when promoting your brand. Maybe your products are not the best in quality terms. However, if your products can fulfill needs, raise confidence, offer peace of mind, help people succeed or remove obstacles, you are on the right track. Brands like the ones mentioned above are not the highest quality in their segment, but certainly, are one of the most popular. If popularity can make your sales increase, you should think about Storytelling. Judging by these examples, people strive to invest in a brand’s story. If your brand doesn’t have a story, the time is now to create one.

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