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Brand Value - A Simple Way to Identify Your Brand Benefits

Brand Value - A Simple Way to Identify Your Brand Benefits | Direct Marketing Communications | Scoop.it

Brands can struggle getting beyond communicating the features they provide – which are often identical to their competitors’ features. This limitation means they never create compelling demonstrations of the benefits and brand value they can deliver.

 

In contrast, while developing my presentation on “New Product Launch Failures” for the PR Consultants Group conference recently, I rediscovered this FedEx advertisement from the late 1990s in a previous presentation. While we used the FedEx advertisement internally to communicate the importance of performance for our transportation company, the ad is also a fantastic example of a B2B brand making its brand value very clear AND very personal.


Via With Intent
Danielle Petersen's insight:

With many different brands starting to flood the marketplace and saturating certain markets, it is becoming a more difficult task for consumers to identify brands and "brand value they [said brands] can deliver". Due to this, brands are needing to go attract new and retain old customers using more personal means. This is highlighted in a FedEx advertisement from the 90's, highlighting people’s most personal fears when sending a package, using the idea that if you use a lesser known and cheaper brand when sending an important parcel, your worst fears will come true. FedEx using the caption "When packages do arrive on time, the world works just fine". This identifies the value behind the brand, identifying that yes, you may be paying more for a well-known brand - but you are paying for the service behind that brand such as the trustworthiness that is known worldwide, and this is something that needs to be at the forefront of consumers’ minds, you may be receiving a cheap deal but the benefits will be far lesser than that of more costly well-known brands – the value will not be there. The article states that value is evaluates buy dividing the benefits of a product by the cost of securing the benefits, and that even though a product may be free it can be of bad value as lost opportunity can be costly to a business or consumer. 

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Chelsea Tidswell's comment, August 21, 2013 5:57 AM
There are so many competing companies around these days that simply do the same thing but can cost less or more. It is always nice to know as a consumer, where your money is being spent and why it is that it may cost more. The companies that usually charge more are the ones who have the better service and the better advertising to make you want to use that product or service over any other.
DavidShin's comment, August 22, 2013 6:30 AM
@danielle Peterson
Competion is so extreme and one slip may determine if a consumer remains a loyal or remains a potential customer for future terms.
Charges vary depending speed and quality of a product (ofcourse aswell as quantity)
For example: Apple phones compared to NOKIA are alot more expensive however worth the same in satasfaction and desired as much if not more for its functions and capabilities of use. However saying that cheap brands can be very well in quality too!!
Services are key in distribution too!
Sheenal Prakash's comment, August 22, 2013 8:19 AM
Agreed there are certain expectation of every product because of the past experiences the consumers have with product and the build-up of the marketing communications of the product itself and the company needs to meet those expectations otherwise the consumer could be disappointed and look elsewhere to fulfill their needs.
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Rescooped by Danielle Petersen from Consumer Engagement Marketing
Scoop.it!

Brand Value - A Simple Way to Identify Your Brand Benefits

Brand Value - A Simple Way to Identify Your Brand Benefits | Direct Marketing Communications | Scoop.it

Brands can struggle getting beyond communicating the features they provide – which are often identical to their competitors’ features. This limitation means they never create compelling demonstrations of the benefits and brand value they can deliver.

 

In contrast, while developing my presentation on “New Product Launch Failures” for the PR Consultants Group conference recently, I rediscovered this FedEx advertisement from the late 1990s in a previous presentation. While we used the FedEx advertisement internally to communicate the importance of performance for our transportation company, the ad is also a fantastic example of a B2B brand making its brand value very clear AND very personal.


Via With Intent
Danielle Petersen's insight:

With many different brands starting to flood the marketplace and saturating certain markets, it is becoming a more difficult task for consumers to identify brands and "brand value they [said brands] can deliver". Due to this, brands are needing to go attract new and retain old customers using more personal means. This is highlighted in a FedEx advertisement from the 90's, highlighting people’s most personal fears when sending a package, using the idea that if you use a lesser known and cheaper brand when sending an important parcel, your worst fears will come true. FedEx using the caption "When packages do arrive on time, the world works just fine". This identifies the value behind the brand, identifying that yes, you may be paying more for a well-known brand - but you are paying for the service behind that brand such as the trustworthiness that is known worldwide, and this is something that needs to be at the forefront of consumers’ minds, you may be receiving a cheap deal but the benefits will be far lesser than that of more costly well-known brands – the value will not be there. The article states that value is evaluates buy dividing the benefits of a product by the cost of securing the benefits, and that even though a product may be free it can be of bad value as lost opportunity can be costly to a business or consumer. 

more...
Chelsea Tidswell's comment, August 21, 2013 5:57 AM
There are so many competing companies around these days that simply do the same thing but can cost less or more. It is always nice to know as a consumer, where your money is being spent and why it is that it may cost more. The companies that usually charge more are the ones who have the better service and the better advertising to make you want to use that product or service over any other.
DavidShin's comment, August 22, 2013 6:30 AM
@danielle Peterson
Competion is so extreme and one slip may determine if a consumer remains a loyal or remains a potential customer for future terms.
Charges vary depending speed and quality of a product (ofcourse aswell as quantity)
For example: Apple phones compared to NOKIA are alot more expensive however worth the same in satasfaction and desired as much if not more for its functions and capabilities of use. However saying that cheap brands can be very well in quality too!!
Services are key in distribution too!
Sheenal Prakash's comment, August 22, 2013 8:19 AM
Agreed there are certain expectation of every product because of the past experiences the consumers have with product and the build-up of the marketing communications of the product itself and the company needs to meet those expectations otherwise the consumer could be disappointed and look elsewhere to fulfill their needs.