I was a content user of Wachovia Bank. When Wells Fargo purchased Wachovia, I wondered how the transition would go. Recently, my local branch has undergone the transition. Down went the Wachovia signs and up went the Wells Fargo signs. As I pulled in for my first transaction at my new bank I didn’t expect a change in my user experience. I was presently surprised when I found what in the big picture is a small detail, but to me shows an attention to detail that greatly improved my user experience.
When I pulled up to the new ATM, it had all the features I had seen before. I went through the normal motions, but as I reached to get the cash, it wasn’t there. Instead of giving me the cash in normal sequence, the machine gave my card back before my cash. Like I said, in the grand scheme, it’s not a huge deal, but if it keeps me from forgetting my card when I’m in a rush, it’s a huge help to me.
Now you might be thinking, what does this have to do with advertising? Specifically it has nothing to do with advertising, but it does show a company that is innovative and pays attention to details. When you have a company that has a quality product it allows advertising to tell a story and accent the product instead of having to carry it, which leads to a better message.
What other companies do you know that have quality details built into their products? Does it help their advertising?
-Dennis
1 response so far ↓
Kelli // February 10, 2010 at 2:31 pm |
While I can’t really think of a company example right now, I do agree with you. A bank is a bank is a bank. The small things really are the difference. And I like to try to base my creative off of those experiences. Those little happys that separate the good from the great.
Not every brand is a world brand. I don’t get to work on Dorito’s, Skittles, or any of the car brands. I work on smaller clients. And with those clients come a more difficult angle. I can’t bank on brand recognition, I have to find a way to make them stand out.
And those details you speak of are some of the best ways to do that.