Great brand starts from thinking how to create product enthusiasm, not just product satisfaction. Product enthusiam is more than just product differentiation. It must be the on-steroid version of “differentiation” of Al Ries and Jack Trout.
According the Adam Morgan on “Eating the big fish”, product enthusiasm comes from product over-performance, not just product performance. It must come with an excessively strict standard that seems unnecessary.
For example, an excessively strict standard for a hotel’s customer service, would be a free chauffeur-driven limousine to take you to the check-in desk, even though it would take a 3-minute walk.
An excessively strict standard of a Land Rover is the ability to drive 4,000 miles continually off-road south of the Arctic Circle. Even though, Land Rover purchasers perhaps would never do this, but they understand the machine’s extraordinary capabilities.
An excessively strict standard of Lexus is the ability to balance three tiers of champagne glasses on one’s hood as the engine approaches 6,000 rpm.
An excessively strict standard of the Volvo trucks with Volvo Dyanamic Steering is the ability drive in reverse at a precise and stable level that Van Damme can split between the 2 trucks.
For Patagonia Clothing, Yvon Chouinard has an excessively strict standard in mind: “You should be able to wash travel clothes in a sink or cooking pot, then hang them out to dry in a hut and still look decent for the plane ride home”. I don’t know if ever have to wash my clothes in a sink or cooking pot, but I would choose Patagonia as my standard for travel clothes.
Such excessively strict standard shows that the company is obsessed with the product’s performance, which is an added value, or in other words, an added soul to the product itself.
So for the next time, when your brand ever claims a “differentiation”, try to push it to a “product enthusiasm” level. If a yoghurt brand is really healthy, would it pass the test of the the extreme health gurus or athletes? If a bank is really safe, would it pass a test of a high-level group of hackers and thieves. Or if you position yourself as an expert in your industry, what at great length would you do to show that you have an excessively strict standard?