Guaranteeing a ‘Guarantee’ (or Optimizing a ‘Guarantee’)

Is it just me, or have others noticed the frequency of ‘guarantee’ now being touted as part of a brand’s messaging? Brand names aside, in just the last week and across different media formats, I’ve seen this claim used on products that span many areas in a typical grocery store – instant coffee, paper towels, shampoo, and fresh meats, just to name a few – and for other channels as well, such as menu offers for quick-serve restaurants. I’m guessing that the early marketing adopters of such messaging tactics are doing it to stand out in a crowded marketplace and convince prospective consumers of a ‘safe proposition’ – or essentially no risk – in purchasing their product. I wonder, as this tactic gains momentum, which I’m betting it will, if the main goal of enticement with a unique and meaningful point of difference (i.e., a key positioning element) will remain as an important message to consumers, and whether they’ll continue to gravitate towards the promise a ‘guarantee’ conveys.

Not to discount the above thought on positioning, but let’s forget about it for a moment. Instead, let’s focus on what a ‘guarantee’ really should mean or convey, implicitly or explicitly.

To me, a ‘guarantee’ is as strongly linked to ‘quality’ than anything else I can think of. They are surrogates. And they tend to go beyond just the actual product itself, and span so much more of the supply chain or marketing mix than often initially considered. For example, the quality of the product I consume. Or the quality of the ingredients I use in my product. Or the quality of the service I pay for. Or the quality of the experience I have. Or the quality of the package my product comes in. Or the quality of my advertising’s tonality. Net-net…to truly ‘guarantee’ any product, it’s important to look at use of the claim in a very holistic manner, and to anticipate and ensure that all components or interaction points deliver on such promises.

I’ve mentioned the supply chain, and the need to understand the quality of the ingredients destined to be part of the ‘guaranteed’ product. An obvious assertion, yet I still find myself surprised at what often gets overlooked in this area. Ingredients and final product aside, though, there are many others that, if I’m a consumer of such products, I want such assurances; for example:

Package communication – is it conveying a quality image that guarantees a fit with the product inside?
The consistency and integrity of the product over time – can I be guaranteed that the product will taste and perform the same with repeated use? Or as it ages (to a certain extent)?
Package functionality – is there a guarantee that I’ll be able to use, open, or store the package as I expect?
Preparation information – has it been articulated properly so that I’m guaranteed of a hassle-free experience?

Any one of the above – or others – can, and usually does, impart a positive or negative halo to the product itself. If a product is truly going to be ‘guaranteed,’ don’t fall into the trap of focusing exclusively on just one element. Developers and marketers need to look at these areas in their totality. They need to anticipate what else might impact perceptions of quality, and take the time to assess the impact of each. Failure to do so or overlooking some of these increases the odds of failing to deliver on the important message or claim. This, I can guarantee.

-Kevin Waters