Don't Make Us Hate You

I got my first racing bicycle with the age of 13. And I like to bicycle since then - when I was younger I cycled thousands of km a year. In the "best" time, my wife and I filled a light backpack with the must-have 5kg each and rode 3 weeks through Umbria, Abruzzo, Latio, Toscany...

I like to watch the major racing events: Giro, Tour, Vuelta and other Classics, on TV. Due to good reasons (doping) they are shown only at a few TV stations now. One is devoted to sports. With a German arm.

High pressure promotion

Vuelta (Tour of Spain) 2014. One of the German reporters could not resist to mention a great German sprinter (JD) each 5 minute in each of the stage transmissions. Even in a climbing sector, where JD fell back minutes, he enthusiastically mentioned that JD is such a great champion. Contador and Froome fighting for a victory in over 2000m altitude, but he talks of JD maybe winning the sprint title. OK it's thought enjoying the German audience, raising the audience for winning better promotion contracts from more renowned companies, but...

Unintended consequence

JD is possibly the nicest rider of the whole professional cycling circus, but I started to hate him. And to hate the TV station and the brands promoted?  In fact, since then I only click that station, if I do not see any "alternative". I even watch less cycling.

OK, hate is a too strong word. It's more "annoying". But when clients choose a brand, it's not so much about features. It's about trust. Trust that I get what they promise. But also trust that they understand that I understand. Brands need to find ways to add serenity and comfort, not intrusion and confusion. Marketers, who think they're smart when treating consumers like goofs, fail.

It is my strong believe that this is also true for innovative offerings.

Don't make me hate you.

This post has been inspired by this post in the Six Pixels of Separation Blog (that I frequently read).