Second Moment of Truth – The proof of pudding

If you are a detergent brand that promises superior stain removal to the consumer and claims to remove dry stains. Do you actually do it; the consumer will find out and that will decide your fate.

When the consumer uses your product – it either delivers what it promised or it doesn’t – that is the second moment of truth. This fate of your brand is not decided in the boardroom; it gets decided in the consumer’s bathroom.

Good consumer goods companies test their product umpteen times on concept and use before launch. They test the consumer purchase intent pre and post use; they live the life of a consumer to actually understand the conditions their product will be used in; their homes, kitchens and bathrooms; the water they use.

Gillette claims to be the best a man can get – and every time you pick up a newly launched Gillette razor; it simply is the best you have ever used. Good brands make an equity statement and then deliver it again and again. That gets engrained in consumer’s mind. Think of any great brand – Ipod, Nike, Gillette or Google; and think about the core equity they drive and the usage interaction with them and you will immediately realize what gives them their iconic status.

Winning the Second moment of truth is what drives fundamental demand for your product. If the basic demand is in place; all else will follow. Credit: Flickr

Amit Agarwal

Amit Agarwal

Google Developer Expert, Google Cloud Champion

Amit Agarwal is a Google Developer Expert in Google Workspace and Google Apps Script. He holds an engineering degree in Computer Science (I.I.T.) and is the first professional blogger in India.

Amit has developed several popular Google add-ons including Mail Merge for Gmail and Document Studio. Read more on Lifehacker and YourStory

0

Awards & Titles

Digital Inspiration has won several awards since it's launch in 2004.

Google Developer Expert

Google Developer Expert

Google awarded us the Google Developer Expert award recogizing our work in Google Workspace.

ProductHunt Golden Kitty

ProductHunt Golden Kitty

Our Gmail tool won the Lifehack of the Year award at ProductHunt Golden Kitty Awards in 2017.

Microsoft MVP Alumni

Microsoft MVP Alumni

Microsoft awarded us the Most Valuable Professional (MVP) title for 5 years in a row.

Google Cloud Champion

Google Cloud Champion

Google awarded us the Champion Innovator title recognizing our technical skill and expertise.

Email Newsletter

Sign up for our email newsletter to stay up to date.

We will never send any spam emails. Promise.