Promise or Expectation?

When you produce a product or a service, you are making a promise to your consumers.

The question in some marketing circles lately is what comes first, the promise from the company or the expectation from the consumer.

Is this a chicken/egg question or is there a definitive answer?

We think it's pretty clear that the promise comes first. As a matter of fact, the promise made by a company informs the consumer of what to expect.

If you are Apple, you are promising that your ipod is the way to celebrate music - and in the process you are building products that will create a new category. Products that you promise will be cool and well designed with fantastic packaging.

If you are the Dairy Board, you are promising that milk will quench the thirst of a peanut butter and jelly sandwich or a warm gooey chocolate chip cookie. A thirst that can't be quenched by water or soda, only by an ice cold glass of milk.

If you are Miller Lite, you are promising that your beer will be less filling while still tasting great. This is a promise that makes a heavy beer drinker so happy - mostly because he won't feel so heavy.

What promise are you making to your consumer? Is it a promise that you can deliver upon?

Will their expectation be met?

Jaci Russo

Sr. Partner/Brand Strategist

The Russo Group