Where do dead chicken parts come from?
It’s rare that you see a company promoting that peak moment of satisfaction. Instead, most marketers and managers take the path of least political resistance inside their companies. They don’t interview customers. The customer isn’t “in the room” when they have their strategy meeting. The meeting is dominated by the product, not the customer’s experience with the product. The strategy focuses on what’s in the product and how the product was created. Dead chicken parts, fried in grease at 200 degrees. Examples of excellent promises The companies that manage to capture the visual moment of satisfaction have given us the most memorable campaigns. Before they turned the chicken colonel into an acronym, KFC ran the “finger-licking good” campaign. It was a perfect example of communicating that “as good as it gets” moment. Other memorable promises include: – “Does she…or doesn’t she? Only her hairdresser knows for sure.” (Clairol) – “When you care enough to send the very best.” (Hallmark) – “
