In my book KILLER BRANDS, I sugggest that focusing your brand’s differentiation on a compeling expectation is more powerful than focusing on the traditional ideas of benefit and/or attribute, because the concept of “expectation” interprets benefit from the “prospect’s point of view.” What expectation will cause a prospect to choose my brand?
Men’s Wearhouse is a perfect example of focusing on an expectation and communicating it boldly and clearly. “You are going to like the way you look. I guarantee it.”
Men’s Wearhouse has been a big success despite relatively undifferentiated merchandise, a generic brand name, and the business trend towards more casual clothing. I cannot say for sure, but I don’t remember them falling for the retail temptation to just advertise price. I take my hat off the them. “You are going to like the way you look.” Just terrific.
I’ve always loved the television advertisement and the “you’re going to love the way you look. I guarantee it.” Definitely an expectation I am looking for when I shop for clothes (even though in my case it is a challenge!). And the deep, luxurious voice and classy photography reinforce the message.
Unfortunately, the brand name of “Mens Warehouse” has always made me a bit hesitant to believe the expectation. Am I really going to love the way I look, shopping at a… warehouse? I suppose this is why it is so important to make sure ALL brand communication is, as you say, in alignment.
Ernst