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    You are at:Home»Video»Conference»Conclave»Austin 2015»Kristen Knape, David & Goliath; Differences between consumers’ expectations versus appreciation for a brand
    Austin 2015

    Kristen Knape, David & Goliath; Differences between consumers’ expectations versus appreciation for a brand

    September 9, 20151 Min Read
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    Kristen Knape, Strategic Planning Director, David & Goliath, examined the differences between consumers’ expectations versus appreciation for a brand.
    For example, consumers expect soap to keep them clean. But they now anticipate that Dove soap will provide a powerful stance on women’s beauty. Knape stressed that the most successful brands transcend consumers’ expectation (transactional and efficient) to achieve appreciation (belonging and self-actualization). She provided multiple brand examples such as Coke, Geico, Apple, Healthcare.gov and Pizza Hut, Morton’s Steakhouse and Jeep. “The goal is to grow the ‘love’ between consumer-brand by having a good foundation (meeting Expectations) and, when possible, moving up the pyramid (building Appreciation),” said Knape.

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