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On Performance
When evaluating performance, marketers often make two mistakes: (1) relying solely on technical testing to evaluate performance & (2) too narrowly defining the performance window.
Most marketers trying to make a superiority claim end up spending an inordinate amount of time with their legal department. The legal department requires technical proof that a product performs significantly better on a performance dimension (e.g., cleans better) than competition. Elaborate test are concocted and conducted to validate this performance, many of which are built to favor one brand over another. And in the end, it can still be irrelevant. Why?
Technical superiority is irrelevant if the consumer cannot tell a difference. Great brands are not built on false claims. If you claim to be superior, the consumer must recognize and experience the superiority. In building a brand on performance superiority, go the extra step of testing consumer perception of performance. Product development teams HATE this, because it raises the bar. But in the end, who matters? A lab tech, a lawyer or your consumer?
The second mistake is to too narrowly measuring performance. Brand experience begins even before purchase and ends with disposal. If you are going to claim superiority you have to understand the entire experience cycle and measure performance across the cycle. You may not have superiority in all aspects, but are you deficient anywhere? Is it important to overall experience? It's not about making the technical claim, its about perception.
In reason years packaging has become an increasingly important component of brand experience. Package design, functionality and environmental impact can significantly influence experience and perception. For years packaging was something to be cost optimized and standardized. In some categories, packaging has become a key secondary point of consideration.
Superiority is a very powerful platform, but difficult to achieve and maintain. If you make this claim, be sure you fully understand how the consumer evaluates the brand and make sure they experience superiority. Great brands are not built on lies.
Most marketers trying to make a superiority claim end up spending an inordinate amount of time with their legal department. The legal department requires technical proof that a product performs significantly better on a performance dimension (e.g., cleans better) than competition. Elaborate test are concocted and conducted to validate this performance, many of which are built to favor one brand over another. And in the end, it can still be irrelevant. Why?
Technical superiority is irrelevant if the consumer cannot tell a difference. Great brands are not built on false claims. If you claim to be superior, the consumer must recognize and experience the superiority. In building a brand on performance superiority, go the extra step of testing consumer perception of performance. Product development teams HATE this, because it raises the bar. But in the end, who matters? A lab tech, a lawyer or your consumer?
The second mistake is to too narrowly measuring performance. Brand experience begins even before purchase and ends with disposal. If you are going to claim superiority you have to understand the entire experience cycle and measure performance across the cycle. You may not have superiority in all aspects, but are you deficient anywhere? Is it important to overall experience? It's not about making the technical claim, its about perception.
In reason years packaging has become an increasingly important component of brand experience. Package design, functionality and environmental impact can significantly influence experience and perception. For years packaging was something to be cost optimized and standardized. In some categories, packaging has become a key secondary point of consideration.
Superiority is a very powerful platform, but difficult to achieve and maintain. If you make this claim, be sure you fully understand how the consumer evaluates the brand and make sure they experience superiority. Great brands are not built on lies.
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Comment by Michael B. Moore on September 22, 2009 at 9:28pm -
Technical superiority is irrelevant if the consumer cannot tell a difference.
Another great post! Thanks!!
Where this gets complicated for me is understanding that marketing has a tremendous impact on the perception of the over-all product experience. Honestly, for me as a consumer, there are plenty of times when I buy something based upon a claim that I cannot independently verify. They tell me its "light", or that 4 out of 5 doctors choose it, or that its "organic", or that they use fresher ingredients, or that it contains special cleaners to keep my engine running smoother or whatever. I clearly understand that they have an overwhelming incentive to tell me what they think I need to know to buy the product. I also know that consumers have been and continue to frequently be 'bamboozled' by marketers. That said, I make what I feel are informed decisions - but who knows? Whether I am in reality purchasing a "better" product or not, based upon the claims, I feel better about the purchase.
This topic also speaks to another recent post here about the mix of physical and emotional benefits. IMO both attributes blend together in way that sometimes is difficult to parse. If a claim is made and performance seems to support the claim - then unconsciously we/I affirm that claim. Do I really know that the product has less cholesterol? How many of us really test whether our cars can precisely travel 0 - 60 in the ridiculously fast times that they say? As well, I may be saving calories by drinking my diet beverage, but what other chemicals am I introducing into my body that are worse than the high fructose corn syrup and calories to start with?
All that said, if I feel good about the purchases - if the products does what it says and doesn't make me feel like a fool for buying it - then, I guess, that's what matters, right? :-)
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