Volvo sets the bar on safety, shaping customers' expectations for features from seat belts to airbags to side-impact protection systems and active pedestrian protection; Febreeze redefined the way customers perceive a clean house; Nike made customers believe in themselves." -HBR
When you look at brands you truly care about and why those companies stand out, chances are it's not because of how sexy their products look or even a great experience you had with their organizations. Brands who communicate real, transferable values do more than just create profits, they ensure that returns will continue.
Before you dive forward with something that has the potential to grow you or your business fast, make sure that it happens on your terms. It's your values that are communicated. Everything that comes out of or is associated with you and your company should point at the same message every time.
The hook, the virality of the surprisingly effective marketing ploy you're endlessly seeking will undoubtedly produce profit if you gain that delicious spike in sales. But do you have the structure and the commitment to a singular message behind that power boost to ensure the returns will continue until long after the buzz has died?
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