Magazine article Marketing

OPINION: Marketing Society - 'Image Wrapper' Can't Cover Up a Poor Core Offer

Magazine article Marketing

OPINION: Marketing Society - 'Image Wrapper' Can't Cover Up a Poor Core Offer

Article excerpt

ITV Digital's recent demise shows that no amount of advertising and rebranding can make up for an underperforming product.

The marketing team and hot-shop agency Mother might have created an impactful and entertaining advertising campaign with the duo of Johnny Vegas and his mate Monkey.

But all this did was create an 'image wrapper' that tried to cover up major weaknesses in the core service.

Poor quality of reception in the early days got things off to a bad start and the brand never managed to get close to matching Sky's quality and variety of programming. Over-paying for the Nationwide League football coverage was the final nail in the coffin. The desperate claim that it would offer 'More football than Sky' failed to fool the punters, who knew that the best games were still showing on the other side.

ITV Digital is not the only brand that is guilty of over-promising and under-delivering. According to Brand Gym research carried out by Taylor Nelson Sofres, 60% of UK adults agree that brands tend to not deliver what they promise.

The study also shows that unhappy consumers know how to punish brands for breaking their promises. Three quarters tell friends and relatives about their bad experience and almost 90% get their own back by trying another brand.

The good news is that getting it right is worth the major investment of human and financial resources needed to 'brand and deliver'. Consistent delivery against the promises made is a key driver of brand loyalty. …

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