A message from Overpromise Inc. founder, Rick Barrera

How are true breakthrough brands built today?

I wondered the same thing myself. And so I researched the strategies behind breakthrough brands, like: American Girl, Lexus, Google, Tivo, The Container Store – and dozens more.

I analyzed how IPOD, Lunchables, and many other products became instant hits. And I discovered that these breakthrough brands have actually changed the rules of success . . .

Breakthrough Brands are Not Relying on Traditional Marketing Thinking

Traditional marketing isn’t working anymore. One reason:
76% of consumers say if they try your brand and don’t like it, they will NEVER try it again. You have just ONE chance for an impression.

At the same time, Americans are looking for truly differentiated brands:
72% of Americans are willing to pay a premium price for a differentiated brand.
And a truly differentiated brand can mean lower costs and higher margins.

But true differentiation – creating it, delivering it, sustaining it – is the hard part.

Radical Differentiation in a Fraction of the Time: OVERpromise and OVERdeliver

I discovered from my research that breakthrough brands do 2 major things differently:
they OVERpromise – and then they OVERdeliver.

That’s contrary to the old philosophy of “UNDERpromise and overdeliver.” But I began to see how an OVERpromise could be so powerful. The Overpromise and Overdeliver combination was building breakthrough brands in a fraction of the time and with a fraction of the money involved in traditional methods . . .

What’s an “Overpromise”?

The Brand “Overpromise” tells customers what to expect, why your brand is different, and why they should buy. It’s a powerfully differentiated brand promise that separates a breakthrough brand from everyone else you compete with. How “powerfully”?

Breakthrough brands differentiate their company with a Radical Overpromise

• Breakthrough brands hone in on ONE WORD that defines their company. And those breakthrough brands use that word to DOMINATE and OWN their category.

• Staples has the “EASY BUTTON.”
  Starbucks was built around “THE PERFECT COFFEE EXPERIENCE.”
  Lexus is all about LUXURY.

• A unique Overpromise can shorten your sales cycle and increase your margins.

The “Overdeliver”

“Overdeliver” means to deliver on and reinforce your brand Overpromise at Critical Customer “Touchpoints.” But you “Overdeliver” on an entirely different level from mere customer service improvements.

Overdeliver Means a Passionate Exaggeration of Critical TouchPoints

The “Passionate Exaggeration” means those TouchPoints are like nothing else. Their delivery makes you stop – because it’s so different. Passionate Exaggeration means dramatically changing your customer’s experience – for maximum customer impact.

We’ve identified three types of Customer TouchPoints: Human TouchPoints (when your people interact directly with customers), Product TouchPoints (anything the customer gets to keep as part of their purchase), and System & Process TouchPoints (non-human interfaces with your company… that are most often ignored). The key is to identify and focus on the Critical Few TouchPoints that matter most to YOUR customers.

• Overpromise and Overdeliver is really about dramatically enhancing Product and Systems TouchPoints . . .

• While getting every employee to “live the brand”. Because every employee can make or break your brand with one simple act.

Do You Want to Build a Breakthrough Brand?

I frequently speak on the strategies behind “Overpromise and Overdeliver” – usually a great way for us to get started with your company. View my speaking topics.

We’ve also developed popular workshops that have proven to help companies that are ready for a change. View workshops.

And my Overpromise Inc. team is ready to help you implement the “Overpromise and Overdeliver” strategies of “TouchPoint Branding.” We can coach you through implementation – or work with you every step of the way. See our consulting options.

If you’re ready to commit to making a change in your company, get started today. Contact us and we’ll talk about the best first step for you.

Cordially,,

Rick Barrera
Founder, Fortune 500 consultant, author of the bestseller -- Overpromise and Overdeliver

P.S. Our workshops and presentations have helped companies of all sizes from entrepreneurial-driven small businesses to Fortune 500 enterprises. We even have online courses. So don’t hesitate to contact us about the best option for you.

And if you haven’t read the book yet, you can buy it here.