Brand Matters: Stop That!
• Misunderstand: As the product developer, do you somehow have to add commentary in person to make something better-known about this product? How will you fix this?
• Neglect: What's missing that is crucial?
• Overwhelm: What is just too much?
• Puzzle: Have you solved your customers' decision-making dilemmas? Think about eggs: If you are Eggland's Best, are you clearly selling the benefits of your egg over the customers' other two choices—the higher-priced organic option or the cheaper, store brand version?
• Question: What about your product raises doubt in the minds of your customers?
• Reconsider: What if you could wave the magic product development wand and change one thing? What would it be?
• Subtract: For cost-cutting rea-sons, if you had to eliminate one thing about this product, what would you delete?
• Trivialize: Have you minimized any of your customers' concerns about this product?
• Underwhelm: Have you left your customers with a compelling story to tell about this product?
• Violate: Did you overstep your customers' perceived price/value/quality wallet connection for this product?
• Waffle: Are you and your company fully standing behind this product?
• Yawn: Have you missed any opportunity to create a Lovemark?
• Zig or Zag: Did your competitors go in one of these directions? Have you taken the road less travelled, or is this a "me-too" product?
No doubt, you have more verbs and questions to add to your own list. But go ahead and use this as your ThinkAbout springboard and get started now. Stop those brand-sabotaging behaviors before your customers stop buying from you!
And, please look for this column next month as it transforms into the "Brand Matters" blog at Marketing's Best Blogs. I'll have 26 additions to this checklist, and I'll be most interested in learning about the behaviors you STOPPED!