Certifications And Service Guarantees: Worth The Money Or More Marketing Spin? (Empty Labels Suck)

Here are a few questions to consider as you read this article:

  • Do you treat your brand as a moniker or image, or does it truly embody your values and focus in work-life?
  • What makes you trust a brand: the promises, the image, or the experience?
  • Does quality stop at design and engineering?
  • What are we REALLY buying and selling, and what’s the value in it?

On The Mundane Chatter Podcast we discussed a slew of consumer-focused and other geeky topics on Episode 9. I was particularly intrigued by the whole “Fair Trade” market and the implications for small businesses, competition, and the consumer. Is it worth buying something labelled or certified a certain way? Allow me to rant a bit.

When I think about labels like THX, Organic, and Fair Trade, I think “marketing spin” (HINT: Spin Sucks) and “propaganda”. Value and proper execution/delivery, not so much. You’re paying more under a marketing pretense, a promise that is likely never delivered. I look at guarantees and certifications like any other line on advertised specifications and features: it’s more perceived value than anything else.. Mere labels (false attempts at dress to impress). Continue reading