“Give them quality. That’s the best kind of advertising.” – Milton Hershey, Founder of The Hershey Chocolate Company
Surely you’ve tasted some form of Hershey chocolate at some point. You can probably visualize the wrappers, and maybe even recall the milk chocolate taste of a Hershey’s Kisses. The Hershey legacy is built on quality – the kind of quality that only comes from perseverance.
Milton started two separate business making and selling candy and caramel that ultimately failed. His third attempt, the Lancaster Caramel Company was a success. After working diligently on a recipe for making chocolate that everyone could afford, he sold his caramel company in 1903 for 1 million dollars.
To Hershey, quality extended beyond merely chocolate
Hershey’s success was not simply a matter of luck. Having learned from his past failures, he had become a shrewd and astute businessman. He believed, along with the more forward-thinking industrialists of the age, that workers who were treated fairly and who lived in a comfortable, pleasant environment would be better workers.
His version of quality transformed an entire town, and left a lasting legacy that has continued for many generations since his death in 1945.
The best kind of advertising
Marketers have the ability to tell you how great their product is; how buying it will enhance your life. If they are good at it, they will line up the right messaging and imagery with the right medium. When done very well, the result is solid branding that shapes the market.
Smart marketers know that their efforts are setting a brand promise; one that has to be delivered upon to sustain longevity and credibility in a fickle market. You can say your product has the best [fill in the blank], or that your company offers the best service, but the proof is always in the pudding… or in this case, in the chocolate.
The best kind of advertising is and endorsement of someone else. To get that, you have to mean what you say and deliver quality at every role within your organization – from leadership to fulfillment. Nothing beats quality.
Quality is an well-worn buzzword that has been used to sell just about everything under the sun. It is an attempt to connect with a buyer who wants a product or service that will last, is dependable, and offered by a company that can be trusted.
If you want to be successful, you must persevere – even through failure – to deliver real quality.
Are you that company that establishes quality in your field or market? If so, how do you ensure that you are delivering your brand promise?
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