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.
