a bad brand promise is like a crazy bachelorette

I’m a little hesitant to write this, knowing that it will prove that I’ve watched multiple episodes of the newest installation of “the Bachelor.” But let’s use it as a teachable moment in brand promises. Bear with me.

Two weeks ago, contestant Elizabeth told Jake (the bachelor), that she didn’t want him to kiss her until she was the final girl left on the show. It was a bold move, and made Jake and all of the at-home viewers remember her. People thought she was sweet and genuine–dedicated to finding love and not just giving those at-home viewers a show. It seemed like she had integrity.

And yet, there she went and teased the hell out of Jake this week. (His words on the matter here: http://tvwatch.people.com/2010/01/19/the-bachelor-blog-jake-takes-the-plunge/ )

She went all, “oh, Jake, I really want to kiss you. Don’t you want to kiss me? Wouldn’t it be great if we could kiss? I’m a really good kisser.” And Jake is thinking: “I’m not supposed to kiss you, right?”

Well–and here is the teachable moment–a brand promise can, but should never, act the same way as Elzabeth.

When a brand makes a promise, it tells consumers what to expect from the brand over and over and over again. Nike gives you what you need to just do it. Starbucks gives you the ultimate experience in coffee drinking. Volvo gives you safety. Elizabeth said she would give one thing, but acted differently. Her brand promise was just a tease.

A tease is not enough in branding. What you promise to give needs to be delivered over and over, or the brand promise fails and the customers leave unhappy. Or, you don’t get a rose.

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~ by monifree on January 20, 2010.

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