I think consumers are smart enough to know when companies use mediocre buzz words like value and quality — they know they’re about to be subjected to an uninspired marketing.

I believe companies demonstrate quality and value. They don’t talk it.

Drew

Agreed. But too many companies, who haven’t bothered to figure out how they are better (assuming they are) or different — lean on the quality message as the default.

And of course, we jaded consumers know exactly how that works, so they tune out the quality pitch.

You’re very right. Tough to do. To dig deep enough to differentiate yourself. But it’s the only way not to be a commodity.

Drew

Very true. Especially in these economic times, we want to buy proven products. But, the words quality and value have been so over-used…we don’t really put a lot of stock into a company that keeps promising them.

Unless of course, their promise has some teeth — something we can measure or see. Then, that’s a message we do care about.

Drew

Of course, we all care about quality. I don’t disagree with you there at all. But when a company drones on about their quality, we tune out. Or worse, we think that they don’t really haven anything relevant to say to us.

Testimonials are a much better way to communicate the same message.

Drew