Know-How Exchange : Student Questions

Branding doesn't make much sense for characteristics -- product or service. Better to make an important and unique BENEFIT PROMISE to a specific target audience, and let that become the basis for your brand. Tell the right folks how they'll be better off if/when they buy whatever it is you're selling. Then make sure you deliver on that promise.

The characteristics of any number of services, products, or goods can be identical … and yet, the brand known for providing the superior or more memorable experience will win the larger share of the market.

So consumer experience, (which ultimately, is what builds the perception of what a brand is and what it stands for) will make distinction between the differences.

Fly on any trans-Atalntic route with United or American Airlines, then repeat the experience with Cathy Pacific and Virgin and you'll see what I mean: same "service characteristics"—flying form point A to point B; vastly different experiences.

And with those experiences come the most memorable elements of the "kept" portions of the promise Michael mentioned.