Number of pages: 226
BBB Library: Sales and Marketing
In the overcrowded world of goods, products and services, it’s far from an easy task to have your commodity stand out as the leader of the pack. In the marketplace today, everything is “better”; all foods ‘taste better’ all cars ‘drive better’ and all technologies are wired to ‘work better’. But somehow, in the sea of flooded advertising and marketing, some companies do come out of nowhere to become the leaders of their expertise field. Contrary to traditional reasoning, they don’t achieve that goal of being number one through costly advertising and phenomenal budgets, but rather through the methodology of overpromise and overdeliver. Without a solid basis of an overpromise and over-delivery, your commodity will become just that; a commodity that will become virtually nameless in the marketplace as well as totally dependent on sales according to price slashing.
"The book consists out of two parts. The first one is called ‘Overpromise’, and the second (of course) ‘Overdeliver’. In part one Barrera explains what a brand overpromise actually is and how you can build one. This is where he introduces what he calls ‘touchpoint branding’: the three touchpoints associated with this." Johnny Holland
As a kid I built my own Legoland at home. I slept on a bed constructed of Lego. I was well and truly hooked on a brand. I just never realized it. Today, I am witness to brand addiction at unprecedented levels. Cunning marketers using tricks and traps designed to serve one
In Pricing with Confidence, pricing gurus Reed Holden and Mark Burton offer a radically different solution—one that actually builds revenues and profits without lowering prices. The key? Linking prices to the value delivered. The real trick is to bring people from marketing, product development, sales, and senior management into the process
Imagine that you are standing in the middle of the cereal section of your local supermarket. Your job is to select a cereal you’ve never tried before, ideally one you’ll end up enjoying. How would you go about doing it? If you happen to be someone who has eaten cereal on a
A new market might cannibalize some of the old, but it also expands overall consumption—cars significantly hurt the makers of buggy whips, but they greatly expanded the use of transportation. If fighting competitors for share is a zero-sum game, new markets are about positive sums that create economic growth. New markets are
Recent researchers argued that businesses must adopt a “shared value” mindset that seeks out and capitalizes on business opportunities to create “economic value in a way that also creates value for society by addressing its needs and challenges.” They criticize most companies for being “stuck in a social responsibility mindset in
Delivering Knock-Your-Socks-Off Service means creating a positive, memorable experience for every customer, exceeding expectations, and satisfying needs in such a way that you’re seen as easy to do business with. It means looking for opportunities to wow and delight your customer in unique and unexpected ways. The customer who experiences all
You live in a time when online reviews are prominent and powerful. If you’re like many business stakeholders, you might be confused or overwhelmed by online reviews. In this book, showed valuable how-to instructions, advice from experts, insider tips from review venue representatives, and insights into consumer behavior that you can
Hundreds of organizations everywhere now seek to change the world by creating a customer service revolution. It’s a major part of their business strategy, as they distance themselves from the competition. However, for it to be truly successful, it is critical you understand what creating a customer service revolution really means:
Working in a non-threatening environment, without fear of negative repercussion for ideas gone wrong, allows employees to think and work better.
Your ultimate goal should be to spot that empty competitive space and fill in that gap with a radically different offer that your competitors would find difficult to tackle; in a word, the overpromise.
Your employees are continuously making conscious and unconscious decisions on how much extra effort to invest in their jobs. Smart companies try to bring employees into synchronization with the brand promise and monitor employee attitudes on the matter.
“A true brand promise should describe what the product or service will do for your target audience, how it is different from competing offers, and why a potential customer should buy it.”
Minimal differences between brands are not appreciated by customers. For a brand to be truly unique, it needs a knock out promise.
The brand is everything that conjures up in the consumer’s mind upon hearing about your commodity and it is up to you to determine what your customer wants in your brand.
Metaphorically, the brand doesn’t belong to the owner of the product, but actually belongs to the customer.