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Sunday, March 1, 2009

Seven Ways To Generate Health Brand Energy Through Added Value

I created this client presentation following a discussion about how to provide added value to consumers who are worried about their future and who are evaluating their purchases with great discretion (if they're purchasing at all). Implicit to being able to provide added value to consumers is understanding how they feel, how they define "value" and how they're making decisions. 
Not one of the seven examples that follows reflects a better feature-driven mousetrap. Rather, all of them provide a platform for enriching people's lives by understanding where they're headed, and then providing better experiences, new relationships and new ways of interacting. I've included examples from both inside and outside health and healthy lifestyles, as big insights and ideas typically come from outside the client category being studied.
1. Great Brand Experience - which inspires trust, builds loyalty and promotes word-of-mouth (e.g. J&J's, Amazon, Zappos
2. Tried & True Comfort - the "authentic" foods and household products that we grew up with and that remind us of safety, warmth and joy (e.g. A&H Baking Soda, Kraft Mac N' Cheese, J&J Baby Shampoo)
3. Tying To A Cause - purchasing a product to support a cause people care about (e.g. Yoplait Pink Labels, Green Works and Sierra Club)
4. Reinforcement - through the brand, consumers can track their progress (e.g. myAlliplanNike + iPod)
5. Community - where consumers actively participate in co-creating brand value (e.g. digg, patientslikeme, Wikipedia)
6. Ongoing Dividends -  where the initial outlay provides sustainable, meaningful and relevant gains (e.g. Prius, Solar Energy)
7. Personalized Expression - where the brand serves as a blank canvas for personal expression (e.g. My M&M's, Build My Mini)

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