As long as a product provides value, it will be rewarded with loyalty.
This seems like a no-brainer to me, but the more I think about it the more I realize that sometimes clients don’t get this. What it says to me is that marketing is not a rainmaker and can’t make a bad product better – period. Consumers are smarter than you think, and will not be loyal to anything that doesn’t give them something unexpected in return. I think it’s true of services too; isn’t it always about value?
Value-add, value-driven, values-based – we need to be careful how we use this word, because it’s a damn good one that will lose its meaning if the industry adopts it deeper into its buzz word virtual dictionary.
In other words, don’t devalue value.