The Right Solution v. The Right Now Solution

Published by on October 27th, 2011

We live in a world of instant gratification. We need things now if not yesterday.  Infomercials promote this idea by selling widgets that promise to make life that much better, and all for just 19.99 plus shipping and handling. Want a slimmer neck without having to workout? Sign me up. Goodbye, turtlenecks! Hello, Neck Genie! How could I have lived without this for so long? At my next holiday party, I’ll be able show off my svelte neck and, courtesy of the Slice-O-Matic, my perfectly sliced veggie platter.

In the moment it all seems worth it, however, the excitement is as short lived as the product. And in a few months, we find ourselves either buying a replacement at Walgreens (and for half off none the less), or on the phone with the Home Shopping Network ordering a newer device that guarantees even better results. Before you know it, we have drawers full of Bump Its and other bad investments because maybe Snooki-esque hair wasn’t what we wanted, or needed, after all.

So, what did we want? More than likely, our intent was to find a more a convenient way of achieving a specific goal. Unfortunately, this series of quick fixes usually only provides temporary relief and ends up costing us more in the long run. Essentially, the investment isn’t generating a proportionate return.

At BrandExtract, we know that anything worth doing is worth doing right, which is why we believe in starting every engagement with a thorough brand assessment. This enables us to get to the root of the problem you’re facing and then develop a cohesive, targeted and strategic plan to help you overcome it.

Initially, you may think a new brochure is all you need, but if it doesn’t have the right purpose behind it and it’s not developed in context with a larger system that will support it, its likely to become another provisional solution to a larger problem.

Assessing your brand, budget and initiatives requires a little more time and effort up front, but it pays for itself in the end because it ultimately reveals the right solution, instead of the right now solution.

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About Natalie Harris
Natalie Harris is a writer at BrandExtract. She recognizes that an organization's success is largely attributed to its message, and how effectively that message motivates the reader. With this in mind, her focus is on creating dynamic yet succinct copy that ultimately strengthens the client/audience relationship.

Comments

  1. Posted by Guy Parker on October 28th, 2011, 19:15

    Great points. It's important to note that it works both ways. Wether you're the company or the customer, to know what you want. What is the core competency of the company and what is it that the customer wants. It's beautiful when they perfectly align. The challenge as you point out, is for the company to assess the situation and accurately develop messaging that communicates the alignment.
  2. Posted by Shane Pendergrass on December 5th, 2011, 00:16

    Interesting metaphor, Natalie. It helps to show the challenge of marketing against the "Right Now Solution." How do we get out there and convince customers that Snooki-esque hair won't frame their faces well? How do we ask customers to become a partner and reveal the inside of their business? It goes to show that when we do manage to catch their attention, we have to provide them a smart solution they couldn't find anywhere else. Not even the Home Shopping Network.