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Think Re-Mark-Able.
Edelman Public Relations recently published their Annual Trust
Barometer confirming that the number one way companies build
trust is with quality products and services. They also confirmed
that the number one and two sources people trust for information
on these new products and services are colleagues, and then family
and friends.
Ipod, Blackberry, yellow tail wine from Australia, boxed wines,
satellite radio, 1-800-GOT-JUNK, Costco, laser eye surgery…these
are all remarkable products or services. For the most part, these
were not introduced with traditional advertising communications
but rather by simply being re-mark-able to raise awareness
and drive sales.
Today's global market offers hyperchoice across most categories,
breeding hyper-messaging over a plethora of medias, rendering
much of the marketing communications all but invisible to consumers
who have learned to tune-out in self defense. Add to that the
distrust that companies and their CEO's garner (they rank second
to last in the Edelman survey) and you'll see that companies will
increasingly need to depend on the spread of information about
their product or services by their enthusiastic early adopters.
What would the brand coach suggest?
Go right back to the beginning. If your product or service is not
remarkable, then start again. Just as today's connected consumers
can spread the word about a great product, they can - and will -
spread the word about a dud even faster.
Find the sweet spot in the user pool and seed the perfect referral
storm - RIM handed out 300 Blackberries at the senior levels of
the US government and the rush was on.
Make it easy for this wave of referrals to spread by maximizing
all the disciplines of a well branded product or service - an easy
to tell concept, a memorable (unique, one or two syllable) name,
a great website for details confirmation. And it wouldn't hurt to
have a beautifully designed product that people proudly display
or wear - the all-white cords leading to the ears of a smiling iPod
user told the whole story.
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