‘But You Promised’
As kids, we were always accusing our parents of breaking promises, no matter how thinly the promise was made. It usually ended in some quickly resolved disappointment or a trip to the ice cream shop.
Today, when we believe a brand has broken its promise, we react swiftly and with purpose. We drop brands like hot potatoes, especially if you are a boomer.
More than half of all millennials believe that brands “rarely” live up to the promises they make. That is a sad statistic for the advertising community. It means that brand loyalty is about to be disrupted as well.
The lesson for nonprofit organizations and businesses is simple: You better know what you’re promising, and start delivering. Boomers especially are ready to not trust you.
So what do you promise people? This is a fundamental part of marketing. If you don’t know, then people will make up your promise and good luck delivering on that promise.
According to Marketing charts, “For customers to be satisfied with brands, the marketing message needs to align with the value of the product or service.”
Research is showing that people feel brands don’t live up to the promises brand make. It is a breakdown of trust, and that will hurt results for years to come.