BE TRUE

Imagine going to a Metallica concert where the band comes out on stage, heavy metal outfits and all, and proceeds to play two and half hours of popular country-western songs.  Not pretty, right?  Yet, there could be seemingly good rationale by concert promoters to do such a thing.  According to the CMA (Country Music Association), 42% of Americans – or about 94.8 million people are Country Music fans!  Shouldn’t any band seek to tap into such a large market segment?

Business owners run up against this type of sentiment from time to time.  Especially in a challenging economy, who wouldn’t choose to seek out a sizeable new pool of potential new customers?  But, like Metallica playing “You Were Always on My Mind” as an encore, broadening a brand’s appeal is not always the right move.  There is a better way.  

First off, let’s be honest – we are not experiencing a “challenging economy,” it’s a LOUSY economy. 
That said, the formula for success in such an economy is simple.  Work harder, deliver more, at a better price…and win!  In building a brand, how do you work harder and deliver more?  You deliver on a stronger brand promise.  If your brand promises great prices and good service, it must now promise (and deliver) great prices and great service.   “Quality, convenience, value” must become “Quality, unmatched convenience and THE best value.”  

It’s not a word game.  Brand promise is a real commitment in the physical world.  It needs to be demonstrated consistently, unwavering.  Bands that are known for playing two hour shows should play three hour shows, because fans are now sacrificing more to spend money to see that live performance.  Always over-deliver, that’s a promise that will resonate with any audience.

Need help promoting your brand promise?  Call us.