some ask you to simply buy something today. others want you to value the longview. there’s a fundamental difference in how investment brands work. consumers must be able to identify and prefer the initial quality. however, they must also show confidence in the product’s staying power. quality continues to pay dividends because it’s durable and reliable. it remains relevant because of its classical styling. investment brands are also masters of process. design, manufacturing, advertising, sales, service, distribution, purchase ambiance, and support all must fire impressively.
surprising and delighting the consumer is never an extra. it’s mandatory. if you’re not wowing the customer, then you’re not reinforcing that a sound investment is being made. in the event that the product or service slips and disappoints, there must be a rock-solid guarantee. it should never be monetary relief. service the product to new or near-new condition. a true investment is made of quality components that wear well and respond well to refurbishment. offering a replacement product should be a last resort. replacement implies impermanence or inferior construction. not ideal.
while this post mostly describes the retail sales environment, rest assured that service providers can also be investment brands. the broad principles are the same. the difference is that your people and process are the product that’s being sold.
