Renovate Before You Innovate
Renovate Before You Innovate by Sergio Zyman
Stella Pop - Fresh Fizz Served Everyday.
From the book Marketing Gurus compiled and written by Chris Murray.
“Renovate Your Customers’ Brand Experience”
Even though you might think you’re selling a product or a service, you’re actually selling an experience. That experience is often the only significant thing that separates you from your competitors. In most cases, experiences have little to do with the products themselves, no matter how hard the companies that offer them try to make a connection. Harley-Davidson motorcycles, for example, are not the most comfortable, fastest, best-designed bikes on the market. That’s not what matters, though. The reason people buy a “Hog” is for the Harley experience–”ride to live”: wind in your hair, American classic, and so on.
The real reason products in and of themselves have become almost after-thoughts is because technology has advanced to the point where nearly any company can “copycat” a product and have it on store shelves in a ridiculous amount of time.
