Like boy-crazy teenage girls in high school, our affinity for one brand is replaced with another and soon by another and yet again by another. And it happens so fast we do not realize anything changed. Or when. Or even why.
Because of the kindness of so many brands, we're drowning in deals.
The kindness started out as a slow dribble, in newsletter form, providing us with information that was new and cool, almost even exclusive. The newsletters were useful and entertaining, and helped us form opinions. The information enabled us to develop loyalties, establish connections and identify with brands. The brands had a voice, a point of view and provided value.
Over time, many newsletters began to offer less substance and more merchandise, making it difficult at times to see the value of a brand stand for much more than price. And now, they are morphing into a flood of electronic Sunday circulars. Only it is not just Sunday, it's every day.
At a time when Millennials are seeking more time in the day, eager to spend that time with friends and family and hungry for experiences to share together with said loved ones, the deals are pretty valuable. They make it possible to do all of the things Millennial hearts desire, making life much richer.
However, the cost of the deal could make a brand have something to lose ... brand value. While we're indulging in a variety of new experiences, the value between us and the brand could become a dollar sign. Because, when you discount your brand, you run the risk of discounting your brand.
Similar to the chatter around how many Facebook friends one really has or needs, now that we have so much exposure to so many brands, how many do we really need in our lives?
So, here are a few thoughts on how to make brand value stand for more than a good deal:
So, will you help, do we have a deal?