Nowadays business strive for value adding for customers mainly because of two reasons: competitive advantage and profitability.
Valuable products or services are considered these that provide the solution to a customers' problem. Value can be seen as how much customers will pay for a product or service compared to what a company spends in producing it. If a company provides something that gives a person a feeling of self-worth, they will see it as valuable too.
Nowadays companies invent and produce great products, but most of them cannot reach users because of being not affordable. In medicine, what is the matter that a medicament is the best one, if not affordable. In any other sectors, what is the matter that something is a great product, if you cannot buy it and use it in daily life.
A product should not be perfect from all angles in order to be worth-it, a company should not be using the latest technologies or the best marketing campaigns in order users to see them as high-value supplier.
Once upon a time, companies to be liked on social media, they had to be perfect and the brands followed the people. They started looking for that perfection in perfectly arranged Instagram grids, in hiring perfect influencers to hold the product in a series of perfect posts and also… in communication that is so perfect that it says nothing.
The perfect advertisement can't do anything different than what everyone else is doing because "that's how it's done" and anything else puts the brand at risk. The perfect advertisement does not embarrass anyone; you don't have to convince anyone to do it and hardly a bad word will appear against it. But there's a problem: The perfect ad depersonalizes the brand of the company and puts it in a well-known competition.
Perfect advertising doesn't work because it doesn't build a brand, it creates buzz. One that irritates and goes away without you noticing. The time of brand & social media perfection is gone.
The only thing left is for the brands to understand it and be close to people again.
The only thing left is for the companies to focus on value and accessibility, and not perfection.
Thank you for reading!
Paulina
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