Branding II: Message AQ First
“Smart” is out.
When we were exploring the package, we didn’t even notice the word “Smart.” And, honestly, it’s a bit confusing. Does this mean we’re being smart by purchasing this product? Many of us didn’t catch the technology connection, thinking it was marketing speak when it was pointed out to us. And for those of us that did take notice, candidly, we couldn’t make the connection of how an air filter could have anything to do with technology. Perhaps just have a big Smartphone icon? The bottom line is that we feel "smart" needs to change.
“I don’t associate anything with it (Smart). My first thought was that you’re smarter for doing this. But then, I was like no dummy, it’s about technology. That word has gotten a lot of miles honestly – smartphone, Smart home, etc.”
Going forward, the app has the power to help build a relationship
It’s a great platform to inform and educate us. We know very little about air quality, filter life, and maximizing the efficiency/life of our HVAC but are curious about all three. Educating on which filter is the right one for our unique situations and why amidst the sea of SKU’s would be helpful as well. Essentially, the more they can give us beyond the data, to prove the data so to speak and empower us, the more we’ll trust the app. And if we begin to realize that the data and info are in fact true, the more our connection with its brand will take shape.
The app should be about better air, and then the complementary benefits.
Example brand messages:
