By James Hammond
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Extra info for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)
20 Nothing but the brand Sodium chloride, basic table salt, is a commodity – and one that presumably can’t be improved upon in any meaningful way. So you’d think there’d be little that could be done to turn it into a brand, wouldn’t you? Wrong. In North America, Morton Salt is one of the most respected and long-serving brands (it’s been around since 1848). Such is its brand loyalty that of every two packs of salt sold, one is the Morton product. If that’s not impressive enough, Morton Salt sells at a 20 per cent price premium above its competition!
The result? Not only did this enhance the wire-maker’s brand but the relationship with that particular cycle manufacturer was deepened – so much so that the cycle manufacturer signed an exclusive ﬁve-year contract with the spoke company. So far, we’ve covered the importance of generating an emotional beneﬁt for your product or service. But, as hopefully you know by now, that’s only part of the story. A brand, remember, is the total experience a customer has 48 Understanding emotion of your company – not just what it sells.
Would it affect your decision as to which airline to ﬂy with on subsequent trips? What do you make of the word ‘sorry’ in the announcement? Does its inclusion make you feel emotionally more understanding towards the airline? Or do you internalise it as just another empty word that isn’t really meant by the company and certainly not by the person who said it? Does it shape how you feel about ﬂying in general? Does it create in you an emotional anchor – a Branding the heart as well as the head 35 negative thought pattern – about that experience and that particular airline?