Changing the way you talk about your product DOES NOT change the way consumers view your brand. In order to fully change a brand, you must change the consumer’s experience with your company…not just use different words to describe it.
Huge current case-in-point….
Sticking the word “Premium” in front of the words coffee, chicken sandwich, or salad doesn’t change these facts:
- These “premium” items are being served next to pictures of a clown and a playland in front of the restaurant
- These “premium” items are being served to me in paper/cardboard wrappers
- The people crafting these “premium” foods view my order as one more item on an assembly line before the throw it on a plastic tray. (see previous burger flipper post.)
- I’m eating my “premium” chicken sandwich/salad…and drinking my “premium” coffee in a plastic chair next to screaming kids eating Happy Meals while a disgruntled minimum-wage worker pushes a stinky mop next to my booth.
To change a brand…change the experience…not just the words.