This episode of Monday Mastermind originally aired May 25th on WTAQ 1360.
Interview with George Zimmer of Men’s Warehouse
There’s nothing that kills a brand faster than inconsistency. In my interview with George Zimmer, CEO of Men’s Warehouse, he mentions that consistency and repetition key to branding a company. That’s why he has acted as spokesperson for the company for over 20 years now. And each advertisement they air contains the same memorable slogan voiced by Zimmer: “You’re gonna like the way you look, I guarantee it.”
Successful branding means you must deliver on your marketing promise, whatever that may be. Men’s Warehouse promises quality service, quality products, and fair service and they deliver!
Inconsistency with your marketing promise could easily mean the death of your company. As the former President of Dairy Queen once said at a national convention, “If you’re going to serve a bad cup of coffee, serve a bad cup of coffee. Because when you start serving a good cup of coffee, people are going to see an inconsistency.”
Decide what it is your company can deliver on 100% of the time and focus on that as your marketing message. Most importantly, remain consistent with that message not only in advertising, but in your stores. You must deliver on it or your customer will take notice.