Life Is Greater Than A Sum Of Features

How are you helping your customers live more memorable lives?

It is time to redefine success. It’s no longer impressions, likes, or clicks… According to Dustin Garis, it’s Life Profit: unlocking people’s extraordinary potential for living a memorable life. It involves a shift from talking about brand purpose to enabling consumers to experience the brand purpose – thereby creating the most desired brand engagements that generate the highest level of loyalty, advocacy, and sales.

GoPro gets it. Do you?

Recently, it was my daughters’ spring break. They are in 2nd and 5th grade and while many of their friends went to visit family or took a trip to Disneyworld or went to Hawaii or Mexico for some time on the beach, we packed up our 1995 Jeep Cherokee XJ and went to Moab, Utah for an event called Jeep Safari where we basically spent a week with a load of other Jeep enthusiasts driving up and over things that were not meant to be driven up and over.

Now, just like everything else, Jeep Safari is a pretty commercial affair. The town of Moab becomes inundated with vendors demonstrating and selling their wares – suspension systems, winches, roll cages, tires, bumpers, you name it. If it can make your Jeep bigger, taller, or somehow better at more safely getting over bigger and badder obstacles, it is there. Each one of them have their own features and benefits and you end up seeing lots of things that seem to do the same stuff – just differently.

Once you are outfitted and on the trail, though, there are really two things you are thinking about. #1 – How are we going to get over that next obstacle? and #2 – How are we going to share it with folks back home? Because, let’s face it, the only thing as important as having the experience is being able to relive it and share it later.

And this is why nearly every Jeep on the trail had a GoPro camera attached to it somewhere – and why GoPro is the epitome of brands helping consumers live more memorable lives and create, as Brand ManageCamp 2015 speaker Dustin Garis calls it, Life Profit.

On GoPro’s About Us page, they say this:

GoPro helps people capture and share their lives’ most meaningful experiences with others – to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun.

The world’s most versatile cameras are what we make.

Enabling you to share your life through incredible photos and videos is what we do.

This is your life…GoPro.

According to Dustin Garis, it is time to redefine success. It’s no longer impressions, likes, or clicks…it’s Life Profit: unlocking people’s extraordinary potential for living a memorable life.

Sure, there are lots of cameras that can take videos and pictures that are just as crisp and life-like as GoPro. What they can’t do is do it while attached to a surfboard or a ski pole or a skydiving helmet or the roof of a 1995 Jeep Cherokee XJ. They don’t have a meaningful brand purpose that you can EXPERIENCE. While they may help you document memorable life moments, they don’t actively encourage you to live more memorable lives.

So, the question for you as a brand marketer is – how can your brand help your customers live more memorable lives? It goes well beyond features and benefits. It goes beyond just having and talking about a brand purpose. It means finding ways that your brand/product/service can actively integrate within your customers’ lives to help them experience your purpose while increasing their Life Profit.

As the cartoon demonstrates, it’s not about how much better your detergent cleans, it’s how much better it makes your customers’ lives. Seem like a tall order? Well, fortunately, Dustin Garis will be at Brand ManageCamp marketing conference to share more about Life Profit, how helping people live more memorable lives can generate the highest level of loyalty, advocacy, and sales, and give us practical strategies on how to actually do it. I hope we get to see you there.

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