Brand advocacy

Brand advocacy

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.”

Read the rest of this at Brand Republic.