When an Ad Campaign Isn't the Answer

Companies sometimes rush to start an advertising campaign when they experience a loss of market share or feel a threat in the marketplace. But before they do so, they should do an assessment of the brand experience to make sure there is parity between the message and the actual experience. Ask:

  1. How are first impressions of the brand contributing to the brand promise?
  2. What is the experience of those who use the service/product?
  3. Is the packaging/facility sending the right message?

A dirty restroom in a hospital can give the impression of low quality care. A poor website can make a company look second-rate. A person who works on the switchboard but isn't knowledgeable can suggest company-wide incompetence.

Before you invest in advertising, make sure your customer experience matches your brand promise.