Remarkable products should be built from the inside out.
Every year on my birthday, my mother-in-law gives me a gift card to my favorite beer store. Yes, I married well. This year, I began my annual shopping spree at Portland, Maine's RSVP Discount Beverage.
Down one of the micro-brew aisles, among the dozens of brown bottles on the top shelf, was a tall, pink ceramic bottle with a name every bit as remarkable as the bottle itself: Voodoo Doughnut Maple Bacon Ale.
The greatest minds in marketing have said that for a product to compete in a crowded market, it needs to stand out from the crowd; it needs to be visibly different; it needs to be remarkable. The Rogue Ale company - the maker of Voodoo Doughnut, absolutely nailed "remarkable" with the bottle.
I'd never seen a painted pink beer bottle before - it stood out like a Purple Cow in a field of Holsteins - so much so, that I couldn't not buy it.
My expectations were high - when I returned home, I put the bottle in the refrigerator to get it to the perfect drinking temperature. When I tasted the beer, it was far less than remarkable. Now, I realize that taste is a matter of taste, and I'm sure there are a lot of people out there that are big fans of Voodoo Doughnut Maple Bacon Ale, but I'm not one of them. There was nothing that I wanted to remember about the taste, and I surely wasn't going to sell others on buying the beer.
The point is this:
If you're going to make yourself remarkable; if you're going to shout louder than everyone else in the crowd, you need to be sure that you can back it up with substance. If your product can't live up to the hype, you can be hurting your brand and reputation.
When you make your product remarkable, do it from the inside-out. Focus on creating a great product and a great experience, before you build a great package.
What products have you bought, that were remarkable inside as well as outside?