Branding: Thinkering and Tinkering
Smaller, Lighter, Faster,
• Nothing stops Amazon from continuous improvement. Despite the Kindle's phenomenal success since its launch just two years ago, Amazon's latest version is smaller, lighter, faster and with 50 percent better contrast. That's four "ER" words the firm's e-readers truly care about! Sometimes companies stop tweaking their best-selling products. That's simply a wrong strategy.
• Bose—which uses the tagline "better sound through research"—knows that its customers care deeply about noise. For 20 years, this manufacturer has been the pioneer of noise-canceling technology research, and its headphones are a traveler's dream on loud and crowded planes. However, the company continues to pursue the next level of noise canceling perfection and has recently introduced a product that's even "quieter than before."
If you are not paying mindful attention to making your bestsellers even better, rest assured that your competitors are! What can be done to enhance your product "rockstars"?
• I smiled when a pharmacy direct mail piece from my local Walgreens arrived in my mailbox this month. Not only did the drugstore remind me it was time to think about flu shots, but it made it as easy as possible for me to be motivated to go there by pre-filling out the vaccination form and giving me another one for a friend. What could be easier? Customers are all about easy these days. Eliminating time-consuming and redundant forms is certainly the ideal, but providing pre-filled out ones is the next best thing.
• Office supply company Staples even makes being the easier brand to do business with part of its brand strategy with the tagline "That was easy!" and its infamous bright red "EASY" buttons. Is there anything about your brand experience that makes your customers weary? How can your brand make life less complicated for your customers?
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.