The Devil's Advocate In Window Tinting
The Independence Day Holiday was simply the calm before the approaching storm for Florida window film!
Window Film is an industry with a very tight circle of independent business people who represent a variety of brands in their local markets. Information is constantly being exchanged either during private conversations or more publicly on a window film board like the popular Tintdude.com
So as we begin to field consumer questions and continue our competitive ways, what is "really" going on here from a Devil's Advocate perspective?
Branding is a powerful marketing tool. The value in a brand goes well beyond the corporation's stock price or latest earnings per share. Let's call it rather intrinsic value or brand equity.
Many American corporations are still learning the hard lessons of superior quality competition.
Old "stalwarts" like GM and Ford have had to completely alter their corporate planning once they faced Japan Inc. and the competition from Toyota, etc.
That's the backdrop to our much smaller window film "industry."
There is a resonance in a well known brand name no matter what we'd like to believe about consumer's awareness or their level of individual research to determine the best value.
Just think about driving through some town that you've never been to before and you are getting hungry. Sure; some people might pull over and ask the locals where they go for the best steak in Ishcabibble? But frankly most of us will turn into a well known brand name restaurant because we have that comfort factor!
What would happen if having made that decision you discovered that this particular Sizzler, or Outback was a dump? What would happen if you walked into that Hilton Hotel and it was seedy or worse?
The brand name is powerful, but reality can be far more compelling!
I've been on both sides of this equation. Decades at 3M and now more recently competing against or with my 3M associates.
They love the logo and justifiably so.
The question for consumers is very simple: Does that equate to the better value proposition?
Dealers have to make that personal decision as well and by making that decision they have a different question to ask themselves:
If we offered a superior solution, a better value to our clients but the brand awareness was less known; would we gain business or lose business? Are consumers in 2008 far more savvy than they were in the 1960's or 1970's?
Someone (just yesterday) asked me whether I would like soaring with their logo on my card or ads? Not really!
There would have to be several caveats!
The Devil's Advocate becomes a Consumer Advocate!
That's the more important obligation for any independent business person.
Call Advanced Film Solutions
Toll Free at 877-575-3456
If you haven't heard of VISTA or Huper Optik before; you will!
Window Film is an industry with a very tight circle of independent business people who represent a variety of brands in their local markets. Information is constantly being exchanged either during private conversations or more publicly on a window film board like the popular Tintdude.com
So as we begin to field consumer questions and continue our competitive ways, what is "really" going on here from a Devil's Advocate perspective?
Branding is a powerful marketing tool. The value in a brand goes well beyond the corporation's stock price or latest earnings per share. Let's call it rather intrinsic value or brand equity.
Many American corporations are still learning the hard lessons of superior quality competition.
Old "stalwarts" like GM and Ford have had to completely alter their corporate planning once they faced Japan Inc. and the competition from Toyota, etc.
That's the backdrop to our much smaller window film "industry."
There is a resonance in a well known brand name no matter what we'd like to believe about consumer's awareness or their level of individual research to determine the best value.
Just think about driving through some town that you've never been to before and you are getting hungry. Sure; some people might pull over and ask the locals where they go for the best steak in Ishcabibble? But frankly most of us will turn into a well known brand name restaurant because we have that comfort factor!
What would happen if having made that decision you discovered that this particular Sizzler, or Outback was a dump? What would happen if you walked into that Hilton Hotel and it was seedy or worse?
The brand name is powerful, but reality can be far more compelling!
I've been on both sides of this equation. Decades at 3M and now more recently competing against or with my 3M associates.
They love the logo and justifiably so.
The question for consumers is very simple: Does that equate to the better value proposition?
Dealers have to make that personal decision as well and by making that decision they have a different question to ask themselves:
If we offered a superior solution, a better value to our clients but the brand awareness was less known; would we gain business or lose business? Are consumers in 2008 far more savvy than they were in the 1960's or 1970's?
Someone (just yesterday) asked me whether I would like soaring with their logo on my card or ads? Not really!
There would have to be several caveats!
- The value to the consumer would have to exceed my VISTA and Huper Optik Films in performance.
- The consumer would have to have a security film that actually passes the Missile Test!
- Their stated performance or suggestions concerning the film performance would have to be accurate and certified by the NFRC like VISTA and Huper Optik! The consumer would be assured of how these films would really perform without hyperbole or misleading angles and %'s of IR rejection!
The Devil's Advocate becomes a Consumer Advocate!
That's the more important obligation for any independent business person.
Call Advanced Film Solutions
Toll Free at 877-575-3456
If you haven't heard of VISTA or Huper Optik before; you will!
Posted by Mike Feldman at 7/8/2008 4:24 AM 
Categories: Consulting Coaching
Tags: Branding window film switch brands
Categories: Consulting Coaching
Tags: Branding window film switch brands
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