Seth Godin said a brand is the product of two things: prediction of what to expect times the emotional power of that expectation.
Where does the emotional power come from? That too is the product of two things: the relief in getting what you expect times the joy of getting more than you expected.
Earning trust isn’t about meeting expectations. More importantly, it’s not about lowering expectations so you can exceed them upon delivery. No. The good stuff, the brand, the trust; all of that comes from setting high expectations to begin with, but always finding a new way to surpass them.
Johnny Cupcakes, yet again, is my go-to. You get everything you expect (high quality content and packing), and inside the box I find something I didn’t expect, something goofy and special, something that brings me joy.
Relief and joy, two seemingly opposites actually make a perfect duo.
Stay Positive & Branding Is Making Bold Promises, But Always Over Delivering
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