Ease Of Access Is The New Competitive Advantage

In our hyper technology driven world a new marketing imperative has reinforced the age old concept of endearing brand loyalty. It is creating a cumulative competitive advantage. Easing customer access to a product is reinforcing and growing brand equity.

Amazon is the pioneer of this strategy with their totally customer centric culture and religious focus on improving the customer experience. Building on the basic concept that customers are creatures of habit and don’t want to expend the mental energy to consider change or a challenge, they are constantly introducing new ways to make the purchase decision easier.

Let’s take the new Amazon “Dash”, which is a wireless device that can be placed near where a routine product like Tide detergent. In this case the Tide brand has already established brand equity with the customer and the Tide Dash device offers a convenient way to automatically reorder replacements with a simple tap on the conveniently located Tide Dash stick. The replacement is delivered within 24 hours.

By adding the brand identity/logo to the stick device, P&G has eliminated any competitive threats indefinitely. And it has insured a continuing stream of revenue for their Tide brand. In this case P&G has embellished Tide’s value proposition by making an automatic repurchase into a comfortable choice for their customers.dreamstime_s_81053696

Savvy marketers like P&G offer their customers an easier way to continue their already familiar relationship with their brands. Marketing is more about perception of value and service than price.

By keeping marketing and communications simple, you will be more successful in maintaining and growing brand equity. For example, “new” is inherently more threatening than “improved.”

Marketing is the battle for the customers mind. The mind is basically lazy and when challenged to consider a complex value proposition it will opt for the more familiar every time.

Think about the concept of water resistance for a smart phone—a historical problem. Samsung promoted a variety of technological advantages, including water resistance with their recent Galaxy S5 that confused and challenged customers’ minds. Apple, on the other hand, promoted their new iPhone 7 as “water resistant”, which is a much simpler message to absorb.

Whether it is with routine products or services, the promotion of simple solution to everyday problems is the winner. Let’s take razor blades: expensive and often stolen—and now kept locked at the local pharmacy. The solution is the Dollar Shave Club with a simple message: great razors, inexpensive and delivered automatically to your door. Today, the Dollar Shave Club has eight percent of the $3 billion market for razors and blades.

TJ Maxx, BJ’s and Costco are all similar examples of simple solutions to customers problems. The list continues with Uber, Airbnb, ZipCar and anything that is “free” like EBay, Instagram, Twitter and Google. Add to the list with Intuit, Quickbooks and TurboTax.

So the question should be not “what else should I make” as that can easily be duplicated. But rather follow the Amazon model with your question: “How can we make doing business with us easier?”

Brand success today is keeping the process simple and easy for the customer to adopt and continue using. When the customer says “I love it”—you have won the battle for the customers mind.

Share this post

Robert Donnelly

Robert M. Donnelly is an author, educator and brand builder for businesses and individuals. His consultancy business is called DoctorBusiness.com. His corporate life was spent in executive positions with IBM, Pfizer and EXXON and then as the CEO for several U.S. subsidiaries of foreign multinational firms. Professor Donnelly is on the faculty of Saint Peters University as well as Rushmore University, a global online university. His latest book is Personal Brand Planning for Life, available on Amazon. He also functions as an interim executive. You can contact him at rmdonnelly@aol.com or visit his website at DoctorBusiness.com.

42 comments

Add yours
  1. Hines 8 May, 2017 at 06:10 Reply

    Thanks for the writeup. I denieitfly agree with what you might be saying. I have been talking about this topic a whole lot lately with my brother so hopefully this will get him to see my point of view. Fingers crossed!

  2. cialis diabetes 9 May, 2018 at 17:31 Reply

    I truly love your website.. Excellent colors & theme.
    Did you develop this amazing site yourself? Please
    reply back as I’m hoping to create my very own site and would love to know where
    you got this from or exactly what the theme is
    named. Thanks!

  3. what are the ingredients in cialis 9 May, 2018 at 20:47 Reply

    Its such as you read my mind! You seem to understand a lot about this,
    such as you wrote the e book in it or something. I think that you could do with some
    % to force the message home a bit, however instead of that, that is great blog.
    A great read. I’ll definitely be back.

  4. muse alprostadil meda 9 May, 2018 at 22:13 Reply

    I have been browsing online more than 2 hours today, yet I never found any interesting article like yours.
    It is pretty worth enough for me. In my view, if all webmasters
    and bloggers made good content as you did, the net will
    be a lot more useful than ever before.

  5. muse alprostadil urethral suppository video 9 May, 2018 at 23:20 Reply

    Good day! I know this is kinda off topic but I was wondering
    which blog platform are you using for this website? I’m getting sick and tired
    of WordPress because I’ve had issues with hackers and I’m looking at options for
    another platform. I would be awesome if you could point me in the direction of a good platform.

  6. alprostadil injection nhs 10 May, 2018 at 00:26 Reply

    Hi, I do believe this is an excellent website. I stumbledupon it
    😉 I’m going to revisit yet again since i have saved as a favorite it.
    Money and freedom is the best way to change,
    may you be rich and continue to help others.

  7. achat muse alprostadil 10 May, 2018 at 01:28 Reply

    Greetings from Carolina! I’m bored to tears at work so I decided to check out your blog on my
    iphone during lunch break. I love the info you provide here and can’t wait
    to take a look when I get home. I’m surprised at how quick your blog loaded on my phone
    .. I’m not even using WIFI, just 3G .. Anyhow, great site!

  8. edex alprostadil injection 10 May, 2018 at 05:37 Reply

    I believe that is among the so much important info for me. And i am satisfied studying your article. But should observation on few common issues, The site taste is wonderful, the articles is actually nice :D. Just right activity, cheers.

  9. alprostadil penile injection 10 May, 2018 at 06:39 Reply

    It’s appropriate time to make a few plans for the long run and it’s time to be happy.
    I have read this put up and if I may just I wish to recommend you few fascinating things
    or advice. Perhaps you can write next articles regarding this article.
    I want to learn more issues about it!

  10. muse wirkstoff alprostadil 10 May, 2018 at 09:56 Reply

    Thanks for the tips on credit repair on this particular web-site. What I would tell people should be to give up the mentality that they buy now and fork out later. As being a society many of us tend to do this for many issues. This includes trips, furniture, as well as items we wish. However, it is advisable to separate a person’s wants from all the needs. When you are working to raise your credit score you have to make some sacrifices. For example you can shop online to save money or you can click on second hand stores instead of costly department stores pertaining to clothing.

  11. muse alprostadil meda 10 May, 2018 at 12:04 Reply

    Howdy! This article couldn’t be written any better!
    Reading through this post reminds me of my
    previous roommate! He always kept talking about this.

    I’ll send this information to him. Fairly certain he’s going to have a great read.

    Thank you for sharing!

  12. caverject alprostadil injection 10 May, 2018 at 13:09 Reply

    It’s perfect time to make some plans for the future and it is time to be happy.
    I have read this post and if I could I want to suggest you
    some interesting things or suggestions. Perhaps you could write next articles referring to this article.

    I desire to read even more things about it!

  13. alprostadil dosis 10 May, 2018 at 15:17 Reply

    I have been surfing on-line greater than 3 hours today, but
    I by no means discovered any attention-grabbing article like yours.

    It is pretty price enough for me. In my view,
    if all site owners and bloggers made just right content as you did, the web shall be a lot more helpful than ever before.

  14. alprostadil injection brands 10 May, 2018 at 17:01 Reply

    I have been browsing online greater than three hours
    nowadays, yet I by no means discovered any fascinating article like yours.
    It is lovely worth sufficient for me. In my view, if all site owners and bloggers made good
    content as you did, the net will likely be a lot more helpful than ever before.

  15. alprostadil cream where to buy 10 May, 2018 at 19:16 Reply

    It’s the best time to make some plans for
    the future and it’s time to be happy. I have read this post and if I could I
    wish to suggest you few interesting things or advice.
    Perhaps you could write next articles referring to this article.

    I want to read even more things about it!

  16. canadian pharmacy cialis 5 mg 11 May, 2018 at 05:05 Reply

    I have been browsing online more than three hours today, yet I
    never found any interesting article like yours.
    It’s pretty worth enough for me. In my opinion, if
    all website owners and bloggers made good content as you
    did, the internet will be much more useful than ever
    before.

  17. cialis tadalafil 20mg 11 May, 2018 at 06:08 Reply

    It’s the best time to make some plans for the future and
    it is time to be happy. I’ve read this post and if I could I wish to suggest you few interesting
    things or advice. Maybe you can write next articles referring
    to this article. I want to read even more things about it!

  18. kamagra-pharma 11 May, 2018 at 23:15 Reply

    I have been browsing on-line greater than 3 hours lately, yet I never
    discovered any attention-grabbing article like yours.
    It is beautiful value enough for me. In my opinion, if
    all webmasters and bloggers made excellent content material as you did, the net shall be much more helpful than ever before.

  19. levaquin iv 16 May, 2018 at 06:33 Reply

    I’ve been browsing online more than 2 hours
    today, yet I never found any interesting article like yours.
    It’s pretty worth enough for me. In my opinion, if all web owners and bloggers made good content as you did, the web will be much more useful than ever before.

Post a new comment