Page 111 - MYM 2016

Apple provides 100 hours of free lessons to help make you competent and comfortable. P&G wants to educate consumers on the ecological bene ts of washing your clothes in cold water to save energy used when heating water. e #TurnToCold pro- gram provides a wealth of information on the virtues of cold-water washing.
4: Simplify choice
People want more choices and more person- alization. To satisfy this clamor for choice, brands now have many varieties, selections, sizes, avors, ranges, alternatives and options. Increased choice breeds increased complexity and uncertainty. People want choice, but they want choosing to be simple. Marketers and brands must gure out how to provide choice without complexity.
Drugstore.com keeps “Your List” available so shopping for your vitamins, shampoos and analge- sics does not mean scrolling through 15 di erent menus. Just go to Your List and order again. Google remembers the sites that you visited, bringing these to your screen before you nish typing.
Keeping it simple is good. Over-simpli cation of a brand promise is death wish marketing. Yet, there are still those who strive to reduce a brand to a single word. A brand is a complex, multidi- mensional idea. Over-simpli cation is simplistic marketing. Brands are multifaceted experiences.
5: be open
sPotlight oN braNDiNg
Being open is very important if we are to be trustworthy brand messengers. If you are seen
to be hiding something, the suspicion is that you have something important to hide. And, in today’s world, it is di cult to hide, while easy and shameful to be found out.
People trust their eyes more than their ears: seeing is believing. Subway restaurants prepare your food in front of you. You can see how it is being prepared. You can customize the sandwich to satisfy your desires. Many restaurants now have open kitchens.
So, to be worthy of a consumer’s trust, people need to see the truth, not just hear you claim it. Remember, truth and trust are not the same thing. Truth is a fact. Trust is a feeling. What you commu- nicate must be right and feel right.
6: act responsibly
Responsible trust means doing the right is the right thing to do. It means being conscientious internally and externally.
Building responsible trust means integrating commitment to causes on a sustainable ongoing basis, as well. Consumers want assurances that your motivation is authentic. Commit to a cause closely tied to your brand; a cause that you will sustain for more than an occasional, opportunistic moment.
Simplifying choice for the customer is one of the seven principles to building Trustworthy Brand Value. While customers want options, they want choosing to be simple.
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