Relevance: The Power of your Brand Promise

Everything (including your advertising) must create value for your customer. Anything that does not create value weakens your relevance in the customer’s life. When the customer no longer finds value in your promise, the relevance dies and the customer does business with your competitor.

This is what happened to K-Mart as Wal-Mart became more relevant by having what the customer wanted (deep inventory), when the customer wanted it (open 24-hours a day), at the price the customer wanted to pay (low price always, always). Combining these merchant-champion qualities with “real people” advertising of their associates and customers, and the resulting relevance factor was beyond anyone in their category.

Even today it is hard for other retailers to be as relevant in the customer’s life as Wal-Mart is for the general public. This is simple to see when you consider the fact that nine million people choose to shop at Wal-Mart every day. Many studies showed that customers drove right past K-Mart in order to get to Wal-Mart. 

The power of a relevant brand!

Is your Brand Relevant?