I Bought a Bissell

I know what you are thinking. Great, good for you, you bought a vacuum, now - let me keep scrolling for the latest on NFT or “content trends to watch in 2023”. Of course, scroll on, these are hot topics you should be learning about.?

Back to Bissell

Truth is this vacuum purchase was for my dad and not me. His vacuum died. While he desperately wanted to take the broken hose couple it with duct tape and repair it, I promptly put it in the trash and jumped on Amazon for a replacement. I used all the sorting tools Amazon has to offer and narrowed the search down for my spend-thrift parent.?

I was tempted by Kenmore. Who knew they even made vacuums? Even with a $10 instant coupon for selecting a teal color-way I passed. Then Eureka. Nostalgia was kicking in - but the reviews brought me back.?

Then Bissell.?

The vacuum touted the “Best Seller” badge with over 64K reviews. I clicked, I engaged, I watched the brand videos. The product title touted ‘PET HAIR PICKUP’ ‘PET TOOLS’ and the merchant video featured a cute black pup and an easy empty canister releasing a lot of dust and pet hair. The item description went on and on about tackling pet hair. Funny thing, my dad doesn’t have a pup. None of these keywords or messages would matter to him. However, I was the one with his credit card in hand. As I clicked and shopped, one area stood out, Brand Values.?My brand marketer heart was all a'flutter.

Brand Values?

The Cambridge Dictionary defines brand value as, “a good quality that a company wants consumers to connect with a brand”.?

While on the Bissell 2252 product page on Amazon? - brand recall kicked in. Specifically Bissell TV advertisements. Those ads with Cathy Bissell sitting on a sofa talking about pet adoption and the Bissell Pet Foundation. I kept scrolling the product page, you wanna know what the first bullet point is for Bissell 2252:?

• EVERY PURCHASE SAVES PETS. BISSELL proudly supports BISSELL Pet Foundation and its mission to help save homeless pets.

Not suction power, or ease of cornering, just saving pets. Bissell leads every bit of content with their Brand Value. Dig deep - you’ll find more information about this brand value than you will engineering or suction power. You will find that 72% of Bissell employees are pet owners, and they set out on a mission to keep homes tidy. I say - go team!?

The marketer in me couldn’t move away from Bissell, the spendthrift dad was attracted to the $119 price tag. At that moment, I bought a Bissell.?

Brand Experience?

During the unboxing experience Bissell took every opportunity to share with me every way they save the lives of pets. Cute paw prints, cat and dog silhouettes on every side. The Brand Value extended to the product packaging.?

The vacuum works as promised. It is easy to use, it has great swivel, suction and the canister is indeed easy to empty.?

Am I jumping on Amazon to write a review of the product? No.

Am jumping on LinkedIn to share my experience with a brand I engaged with and how their Brand Values translated throughout my buyers journey? I sure am, I am a marketer.?

How do your brand values travel through the buyer's journey?