Fortunately, there are brands that have created djibouti cell phone database a truly "useful experience," clarifying consumer needs, products, and offerings to such an extent that delivering on their promise (the WHAT) is relatively simple. For example, Geico "15 minutes can save you over 15% on car insurance," Walmart "Save money, live better," FedEx "When it absolutely has to be delivered tomorrow morning," or Domino's Pizza "Get fresh, hot pizza in 30 minutes or it's free."
We see that an effective promise:
tangibly and convincingly conveys the main benefit to the consumer,
consistent with the experience of using the product or service,
consistently meets consumer needs.
When a product or service category already offers a core benefit (e.g., a personal computer or a car), the promise shouldn't be downgraded to convey secondary benefits, features, or reasons to believe. Instead, the promise should be aligned to deliver a higher-order emotional reward (e.g., Apple's "Think Different" or BMW's "Ultimate Driving Pleasure").
A promise is "simple" when it meets these criteria:
It can be conveyed definitively with a clear, direct message - without any additional explanation or visual aids.
People, including those outside the target group, intuitively understand the promise—even without seeing or realizing how the product or service satisfies the need.
It spontaneously attracts attention and immediately evokes a reaction - either a pragmatic "aha!" or a positive emotional response.
The promise itself or the way it is communicated can be easily remembered simply by associating it with the brand name (without any outside help).
It might seem simple enough, but here's where the real challenges lie: even a well-thought-out "simple promise" will be completely ineffective if it's not consistently communicated over time. Which brings us to...
Axiom #3: Make it easy to access…
…To the experience and the promise; and people will recognize your brand, buy it, use it, return to it, and tell their friends about it. If this sounds too simple, that's because it is. A useful experience and a simple promise don't automatically translate into profit unless they reach the target group at the right time and in the right place. And this is one of the most difficult and, in fact, critical marketing tasks that must be accomplished to achieve success.
Promises tend to travel further and reach their destinations before experiences. For example, I've never directly interacted with Tesla, let alone bought one of their cars or driven one myself. However, I'm aware of the brand, its promise (green transportation), the category it operates in (cars), and at least one experiential attribute (e.g., high performance, intelligent luxury).