To Experience Your Brand, Eat Your Own Dog Food — and Buy It at Retail Too

Purina Puppy Chow

Rohit Bhargava at Influential Marketing points out that brands aren’t just shaped by the experience a customer has with the product itself, they are formed (for better or worse) at every stage of the product’s journey from the manufacturing plant to the recycling heap.

“while a GM exec . . . may drive the same car as his or her customer, they have had a far different experience in getting it. They didn’t research the car online. They didn’t shop around and talk to several dealers about it. They didn’t have to trade off something else in their budget to afford the car and figure out how to finance it. And now that they have it, they don’t have to worry about things like maintenance or even filling gas into the car. All of that was taken care of.

“Eating your own dog food (ie — experiencing your own product) isn’t enough. You need to experience the entire process around buying it to really understand your customers.”

Makes me think that obnoxious (but effective) DR campaigns and offensive (but highly viewed) viral video campaigns are counter productive in the long run.

  1. # James Furlo said: August 12th, 2009 at 1:56 pm

    I agree. Especially about the offensive viral videos.

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