"I sell...quality, peace of mind and a warm smile..."
The secret to running a successful enterprise lies in having a great product..a product that is in short supply, and for which there is a great demand. FACT. While many entrepreneurs choose to focus on, and sell the tangibles, I strongly believe that at the end of the spectrum, the decision to buy is driven by the intangibles - the emotional connections created in the customer journey. Charles Revson, Founder of Revlon Cosmetics summed it up well, when he said "In the factory, we make cosmetics; at the shop, we sell hope". The wisdom in this nugget rings true today, maybe even louder than it did more than 50 years ago. Marketing communications has grown purely on the strength of creating an emotional connection between a brand and its consumers. Pick any brand ... Coke, Apple, BMW ...they are not screaming from the rooftop about quenching your thirst, making you work smart or getting you from Point A to Point B. Their messaging is skewed towards appealing to the...