The High Cost of First Impressions: Why Brands Must Deliver on Day One

The term "promise ware" refers to selling products based on features that haven't been fully developed yet. This practice has become common across different industries, such as consumer electronics, video games, and software. Most recently, startups like Rabbit with its R1 device and Humane with its Ai Pin have recently touted features that are not yet fully available to users.?

But failure to deliver from day one can breed skepticism and erode brand loyalty, affecting immediate sales but also damaging long-term reputation.

Take Apple Maps. Launched in 2012, it promised a superior navigation experience but instead faced significant backlash due to numerous inaccuracies and potentially dangerous guidance. Then there’s Microsoft Windows 10 – its major updates notoriously disrupted users’ lives by deleting files or freezing systems. This pattern of “promise now, deliver later” poses a significant risk, especially for those brands that lack the brand equity to recover from falling short. In today’s digital age, first impressions circulate widely and rapidly, making the risk too significant to ignore.

The Integral Equation: Brand = Product = Experience

Core to building an enduring identity, the brand is the product is the experience. Slip up on one, and you're looking at a domino effect that can disconnect what customers expect from what they actually get. Every part of the consumer journey, from the ads we see to the post-purchase support, needs to line up with what’s been promised. Fall short, and the brand's reputation isn’t the only thing that suffers – consumer trust takes a hit too.

So how can companies avoid this undesirable outcome? It begins with embracing a more transparent and consumer-centric approach:

• Clarity: Set clear expectations about what the product does and doesn’t include at launch.
• Communication: Maintain open dialogue with consumers about the development process and any delays in feature rollout. This can include regular updates via social media, email newsletters, and community forums.
• Collaboration: Involve users in the development process through beta testing and feedback loops to ensure that the final product meets real user needs and expectations.
• Custodianship: Develop stricter product launch criteria and more rigorous internal review processes.

A World Economic Forum study found that on average, 25% of a company's market value is directly linked to its reputation. So while the allure of being first to market is strong, companies must balance innovation with integrity. When promises made are promises kept, it reinforces the crucial link between brand, product, and experience – safeguarding both immediate and long-term market value.