Stop selling products and sell projects
Posted: Mon Dec 23, 2024 10:19 am
There is a strong consensus in the corporate world that for a large company to achieve market leadership status, it needs to sell a quality product or offer excellent service. However, the era in which the product itself was enough to guarantee sales is over. Today, what unites consumers to a particular brand is not just the items sold or the services provided, but a whole universe of ideas.
Especially with the strong advances in current digital technologies, with customer experience being essential to any corporate growth strategy, selling projects is worth much canadian cell phone numbers more than selling products. In this scenario, companies are increasingly seeking to stand out by focusing on delivering value to their customers, in the most immeasurable sense of the word value.
For example, what makes a company like the Coca-Cola Company, whose main focus is selling soft drinks and other beverages, diversify its business and sell other products, such as clothing, shoes, collectibles, among others, bearing its brand? What does Coca-Cola awaken in its consumers that makes them want to wear a backpack with the company logo, for example?
It is important for the soft drink giant to offer quality products, but what certainly attracts the most engagement from its consumers is the idea under which Coca-Cola stands. Coca-Cola fans, who collect objects of all kinds related to the company, do so not because of the drink's flavor, but because of a lifestyle, a brand concept. Many of its slogans have sought to summarize this value: Open Happiness; The Coke Side of Life; Taste the Feeling, etc.
This relationship, in which the consumer does not want to buy merely a product from a given company, but rather its value, is even more important in the current scenario, in which people connect through their mobile devices, exposing their profiles on social networks. In this scenario, the image one has of something can have much more value than the thing itself. In the case of Coca-Cola, for example, its association with an abstract idea makes it such a strong brand that the various warnings about the harm that excessive soda consumption can cause are ignored. This certainly explains the more than 105 million followers on Coca-Cola's Facebook page and the constant growth of the brand's fans.
Content
The cases of the brands Uber and Red Bull
Sell concepts, sell ideas
The cases of the brands Uber and Red Bull
Five years ago, few people would have imagined a service like the one offered by Uber. Today, the brand is loved and admired by many consumers who, sometimes even without having ever taken a ride, defend Uber in the political and legal battle to have the service authorized by local authorities in certain cities.
How can such a new service, from a company that has been in the market for less than 10 years, achieve this type of engagement? The challenge of communicating this type of service is really difficult and requires a deep understanding of the consumer market about the business. Customers may wonder why Uber is considered better and cheaper compared to traditional taxis; they may feel uncomfortable providing their credit card details to an app; etc.
However, in addition to having millions of customers, the company has also managed to attract countless fans to the brand. Of course, the fact that it offers innovative, high-quality service at a better price than its direct competitors can already influence many people. But the organization goes further and seeks to make the customer experience more comfortable and enjoyable.
After all, what makes Uber such an interesting brand that leads consumers to fall in love with it to the point of defending it in controversial discussions? The strategy of creating promotions and offering perks and bonuses to its customers was probably a way of selling not just a ride, but an experience. Nowadays, many people are proud to use Uber transportation; many prefer to say that it is better to have this service than to have to drive their own car.
Especially with the strong advances in current digital technologies, with customer experience being essential to any corporate growth strategy, selling projects is worth much canadian cell phone numbers more than selling products. In this scenario, companies are increasingly seeking to stand out by focusing on delivering value to their customers, in the most immeasurable sense of the word value.
For example, what makes a company like the Coca-Cola Company, whose main focus is selling soft drinks and other beverages, diversify its business and sell other products, such as clothing, shoes, collectibles, among others, bearing its brand? What does Coca-Cola awaken in its consumers that makes them want to wear a backpack with the company logo, for example?
It is important for the soft drink giant to offer quality products, but what certainly attracts the most engagement from its consumers is the idea under which Coca-Cola stands. Coca-Cola fans, who collect objects of all kinds related to the company, do so not because of the drink's flavor, but because of a lifestyle, a brand concept. Many of its slogans have sought to summarize this value: Open Happiness; The Coke Side of Life; Taste the Feeling, etc.
This relationship, in which the consumer does not want to buy merely a product from a given company, but rather its value, is even more important in the current scenario, in which people connect through their mobile devices, exposing their profiles on social networks. In this scenario, the image one has of something can have much more value than the thing itself. In the case of Coca-Cola, for example, its association with an abstract idea makes it such a strong brand that the various warnings about the harm that excessive soda consumption can cause are ignored. This certainly explains the more than 105 million followers on Coca-Cola's Facebook page and the constant growth of the brand's fans.
Content
The cases of the brands Uber and Red Bull
Sell concepts, sell ideas
The cases of the brands Uber and Red Bull
Five years ago, few people would have imagined a service like the one offered by Uber. Today, the brand is loved and admired by many consumers who, sometimes even without having ever taken a ride, defend Uber in the political and legal battle to have the service authorized by local authorities in certain cities.
How can such a new service, from a company that has been in the market for less than 10 years, achieve this type of engagement? The challenge of communicating this type of service is really difficult and requires a deep understanding of the consumer market about the business. Customers may wonder why Uber is considered better and cheaper compared to traditional taxis; they may feel uncomfortable providing their credit card details to an app; etc.
However, in addition to having millions of customers, the company has also managed to attract countless fans to the brand. Of course, the fact that it offers innovative, high-quality service at a better price than its direct competitors can already influence many people. But the organization goes further and seeks to make the customer experience more comfortable and enjoyable.
After all, what makes Uber such an interesting brand that leads consumers to fall in love with it to the point of defending it in controversial discussions? The strategy of creating promotions and offering perks and bonuses to its customers was probably a way of selling not just a ride, but an experience. Nowadays, many people are proud to use Uber transportation; many prefer to say that it is better to have this service than to have to drive their own car.