Brand
Architecture
Functional benefits:
- Simplicity
- Efficiency (defined as combining speed and relevancy)
- Service
- Reliable
Emotional benefits:
- Jeeves understands my needs and fulfills them
- Personality of Character
- Simplifies my life
Litmus test (Reason to believe):
- You can ask him questions-feels human
- Edited responses
- Easy to use
- Clean, uncluttered
- Helpful cues, dialogue
Brand Positioning:
Jeeves is your trusted online advisor. Just ask Jeeves and he
will find you whatever you are looking for quickly and simply.
Our Brand Promise is Service.
A brand promise is one word that embodies what your company is
about.
"A company can become incredibly successful if it can find
a way to own a word in the mind of the prospect. Not a complicated
word. Not an invented one. Simple words are best, taken right
out of the dictionary…The word the leader owns is so simple
it's invisible"
source: The 22 Immutable Laws of Marketing-Ries and Trout
Think about the ways that the following brands own these words:
FedEx-overnight
Dominos Pizza-fast delivery
Nordstrom-service
Nordstrom revolutionized their category-department stores-by
providing a previously unseen commodity: service. They actually
had salespeople who are friendly and helpful. That was a huge
differentiator and they trumped the competition. Now Macy's has
ordered its clerks to smile as they tell you they don't have what
you want.
Ask Jeeves' goal is to have the same association with service
on the Internet as Nordstrom has in the brick and mortar world.
To take previously unfriendly territory and humanize it by providing
consumers with a level of service that is unprecedented. We will
define a new category for accessing and delivering information,
by providing our customers with an experience that is unparalleled
because it is friendly and helpful.
Our brand promise is:
"Like a fine butler, Jeeves understands you and caters to
your individual needs by answering questions and helping you get
things done. Jeeves represents fast, easy, reliable service."
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