I read a fine article in Marketing magazine about brand advocacy.
“Marketing often gains a reputation for cherishing style over substance. Its detractors accuse it of shouting about product benefits, or, in the absence of these, a nebulous lifestyle positioning, regardless of the quality of the customer experience.
“But in reality, plenty of brands over the years have found the opposite strategy to be more effective: don’t shout too loudly, then delight consumers when the product experience exceeds their expectations.
“The strategy of under-promising and over-delivering is one that seems to be gaining ground. Two recent studies suggest it is key to delivering profitable growth, though both underline how many brands continue to disappoint.”