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Added value gets skewed


Adding value is the reason brands exist. This value comes in many shapes and sizes from Apple’s smile-inducing interface to Kia’s 7 year warranty. In the current consumer climate, brand owners recognize the need to up their game. Like spluttering generators, you can almost feel the urgency to churn out a killer initiative. But added value shouldn’t be such an effort and doesn’t have to offer a significant transactional benefit – it just has to feel right. Coming across Google’s playful little search quirks reminded me of this (now type ‘askew’ into the search box…). It’s a tiny reward, but it’s clever and simple and delightful, and it absolutely revitalised my relationship with the brand. Just like that.

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